benchmark 2026-07-01
Cross-Device Identity Coverage Benchmark Q2 2026
by Adelphic (Viant) · Irvine, CA
Summary
Deterministic identity matching across UID2, RampID, and publisher-provided signals still outperforms probabilistic methods by 3–5x on CTV inventory.
Points covered
- Match rates tested against three independent measurement providers
- Desktop, mobile, and CTV coverage compared side-by-side
- Publisher-provided ID framework adoption rates by vertical
Claims sourced from this document
| Vendor | Criterion | Assertion | Status |
|---|---|---|---|
| Adelphic (Viant) | identity coverage | UID2, RampID, and 4 publisher-provided ID frameworks. | evidenced |
| Adelphic (Viant) | take rate disclosure | Published rate card available under NDA. | asserted |