REPORT
The Global ID Tracker by ROQAD
What is the Global ID Tracker?
The Global ID Tracker by ROQAD provides a transparent view of identity signals across the digital advertising ecosystem, helping partners understand how identifiers appear and evolve across European bidstreams. At ROQAD, we operate one of Europe's largest privacy-first identity graphs. Because our technology sits directly within the programmatic ecosystem, we have a unique perspective on how identity signals appear within bidstreams across markets.
Why Identity Graphs Matter
Modern advertising increasingly relies on connecting fragmented signals across devices and platforms. A single consumer may interact with content across mobile devices, web browsers and connected TV environments, each producing different identity signals. ROQAD's identity graph connects these signals into a unified framework, enabling advertisers, platforms and data partners to recognise audiences across environments while maintaining privacy-first infrastructure.
Identifier Categories We Track
Privacy-enhanced identifiers
Rely on encryption or tokenisation techniques to protect user data while enabling addressability. Often tied to consent frameworks.
Partner-specific identifiers
Operate within closed partner ecosystems, where identifiers are encrypted or translated for specific partners within the advertising supply chain.
Open identifiers
Remain unencrypted within the bidstream and function as shared identifiers across platforms.
"As identity infrastructure continues to evolve, transparency into how identifiers operate within the programmatic ecosystem remains critical."