Unique IDs and Advertising DMPs

A unique identifier is associated with an individual, device, or browsing session to enable tracking and targeting, enabling advertising campaigns to be personalised. This tracking allows, among other things, to link an individual’s activity on his/her smartphone to data collected on his/her computer.
Unique identifiers are utilized through Data Management Platforms (DMPs), which serve as centralizing platforms where data can be processed to provide a consistent and unified overview of users.
CESP audited three solutions related to unique identifiers and advertising DMPs: a tool for checking the quality of DMP data (Data Checking), a DMP aggregator (Gravity), and a solution that works with a GraphID (Smart Traffik).