But buyer beware: Alt IDs are not the silver bullets buyers and sellers wish they were, said Brittany Schermerhorn, SVP of media at Publicis-owned Razorfish.
Scale - or, rather, the lack of it - is one reason for the less-than-impressive test results. The more Google pushes its third-party cookie deprecation deadline, the less seriously marketers take the threat of signal loss.
Even UID2 is far from perfect, though. It's a promising alt ID, Silverberg said, but 'I don't think it's where it ultimately needs to be' in terms of scale just yet.
If testing isn't yet yielding the performance brands expect, it's because performance comes later, around phase two, Schermerhorn said. Alt ID testing is still in phase one.
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