Cross-Device Identity Coverage Benchmark Q2 2026
Deterministic identity matching across UID2, RampID, and publisher-provided signals still outperforms probabilistic methods by 3–5x on CTV inventory.
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forming 8 vendors · 4 documents
Closed-Loop Attribution
Connecting ad exposure to a downstream conversion through a deterministic or modeled path, proving the ad caused the outcome.
Vendor rankings
8 vendors scoredScored on 5 universal + 6 category criteria. Evidenced = 3 pts, asserted = 1 pt, no claim = 0.
Claims matrix
| Vendor | Score | Pricing transparency | Integration breadth | Data portability | Compliance posture | Documentation quality | Identity graph coverage | Latency to attribution | Incrementality methodology | Privacy compliance posture | Cross-channel support | Output portability |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Adelphic (Viant) | 24% | ○ | — | — | ○ | — | ✓ | — | — | ✓ | — | — |
| LangChain | 21% | — | ✓ | ○ | — | ✓ | — | — | — | — | — | — |
| Delta Projects | 18% | — | ✓ | — | ✓ | — | — | — | — | — | — | — |
| Kayzen | 15% | — | — | ○ | — | — | — | — | ✓ | — | ○ | — |
| BidSwitch | 12% | — | ✓ | — | — | ○ | — | — | — | — | — | — |
| AdKernel | 12% | ✓ | ○ | — | — | — | — | — | — | — | — | — |
| Smadex | 9% | — | — | — | — | ✓ | — | — | — | — | — | — |
| CrewAI | 6% | — | ○ | — | — | ○ | — | — | — | — | — | — |
✓ evidenced (3 pts) ○ asserted (1 pt) — no claim (0) | Universal criteria apply to all categories
Documents
4Integrating Clean Rooms with a White-Label DSP
Clean-room integration enables closed-loop attribution within a white-label DSP without exposing raw user-level data to either party.
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Closed-Loop Attribution Without Third-Party Cookies
First-party identity graphs combined with clean-room joins deliver 85% of pre-deprecation attribution accuracy without relying on third-party cookies.
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Measuring True Incrementality in Mobile App Install Campaigns
Ghost-bid holdout experiments revealed that 28% of attributed installs would have occurred organically, fundamentally changing the fintech client's budget allocation.
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Criteria
| Criterion | What it separates | Evidence |
|---|---|---|
| Identity graph coverage | Deterministic vs. probabilistic match rate across channels | doc · tested |
| Latency to attribution | Hours or days from conversion event to attributed report | doc · tested |
| Incrementality methodology | Ghost bids, PSA holdouts, geo-experiments, or self-reported lift | doc · doc |
| Privacy compliance posture | Clean-room vs. raw-log join, and which regulations the method survives | contract · doc |
| Cross-channel support | Display, video, CTV, audio, social — which paths are covered | integration list · doc |
| Output portability | Can the attributed data leave the platform and feed another system | doc · doc |