Intermediaadids

Intermediaadids is a term used in discussions of digital advertising to describe a proposed standardized identifier that would operate across multiple media channels to support measurement and attribution. The concept envisions a cross-media advertising identifier that preserves user privacy while enabling consistent recognition of a household, device, or user segment across web, mobile apps, connected TV, and other channels. The term is not widely adopted as a formal standard, but it appears in industry discussions as a way to frame cross-platform identifiers.

In the proposed model, intermediaadids would be issued with explicit user consent and would be pseudonymized to prevent direct linking to a real identity. They would be subject to lifecycle controls such as opt-in or opt-out, revocation, and periodic re-consent. Data minimization and purpose limitation would be core principles, with sensitive data kept separate and access tightly controlled.

Governance would likely involve industry consortia, regulator liaison, and alignment with privacy laws such as the General Data Protection Regulation and similar frameworks. A technical specification would define scope, persistence, binding to devices or households, data sharing rules, and mechanisms for user and platform revocation. Interoperability with existing identifiers, such as advertising IDs, would be a design goal to ease adoption.

The concept faces practical and ethical challenges. Critics caution that even anonymized cross-platform identifiers can enable reidentification or cross-device profiling, raising concerns about consent, transparency, and power asymmetries between platforms. Proponents argue that a standardized approach could improve privacy controls and reduce ad hoc tracking methods, but widespread adoption remains uncertain and contingent on governance outcomes.

Related topics include advertising IDs, cross-device measurement, and privacy-preserving advertising.