The status of universal/extended IDs in Europe from bid data

We took a look at the auction data to find out what is happening with European universal IDs (also called "extended IDs," "shared IDs," or "salted hash email tokens") 

Here are some of our observations of ID volumes, players, types of deterministic data, and some possible explanations behind the trends.  

Contents of the study: 

• Graph A displays the top 5 European Universal IDs (by volume) observed in the bidstream  |  June – October 2022

• Graph B shows the types of deterministic data tied to extended IDs observed in the European bidstream  |  June – October 2022

• The top 5 IDs by volume are displayed in Graph A, and a list of the rest of the observed IDs is provided as well. 

• A description of the 3 main types of IDs is included: partner and time stamp encrypted, partner specific encryption, and unencrypted IDs
   

Discussion of the data: 

• Universal IDs are trending up and to the right, averaging a 23% increase. We expect the trend to continue. Why? 

• The deterministic data set is clearly dominated by third-party cookies. Why? 

• Which company/consortium is “winning” the ID race in Europe? 
   

Contextual info: 

• Note that a Publisher can set 20 third-party cookies per page/per user if they like, and we would see them all in the bidstream

• Mobile advertising identifiers are limited to one at a time