LiveIntent Says Its Graph Is "Authenticated Daily." It Gave a Bot an ID.
LiveIntent tells Prebid its graph is "authenticated daily through active engagements with email newsletters." A peer-reviewed study found 85% of its persistent IDs were shared by the phone and desktop crawls of a self-declared bot that has never read a newsletter.
Read the full investigation on ADOTAT →Key findings
- 17 of 18 major ID vendors gave identities to the HTTP Archive crawler, on the IAB Spiders and Bots list since 2013.
- Only Flashtalking flagged it, answering "Bot" 440,504 times.
- One Audigent ID followed the bot across 52,046 crawls on 29,770 websites.
- Providers sent different IDs to competing exchanges on 18% of page views; ID5 did it on 32%.
- The MRC does not audit or accredit any identity provider.
On the record
“Because nothing in their incentive structure punishes it. The ID layer competes on coverage and match rates.”
“Filtering declared bots is bare minimum. The ID layer treated it as optional because for 13 years on that list, it was.”
The full story, with the documents, the numbers and the responses, is on new.adotat.com. Get ADOTAT in your inbox: subscribe free.