The single-ID-vendor pitch oversimplifies the addressability problem ops actually face.
— Coverage varies wildly by geo and browser; one ID alone leaves big gaps in Safari/Firefox supply
— DSP adoption of any given ID lags publisher adoption by quarters, so bids don't follow immediately
— Stacking 2-3 IDs plus contextual outperforms betting on a single graph
No silver-bullet ID exists yet.
Impact: run a layered identity setup and measure match-rate-to-bid, not just match rate. (sourced)
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Myth: just bolt on one universal ID and cookieless is solved
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