Montabaur, 16.02.2023 – A milestone for netID: For the first time, the leading German ID solution has more than ten million active users in Germany. The reason for reaching this mark are new, prominent partners that the European netID Foundation has been able to win over.
The best-known newcomer is Burda’s digital publisher BurdaForward, which has opted for netID’s market solution. First in line is FOCUS online – with around 25.68 million unique users per month in Germany, one of the widest-reach editorial offerings on the web. Currently, users can manage their consent management on focus.de with netID. For this purpose, BurdaForward uses the marketing product “netID Professional”. This also enables the targeted and cross-device control of content and advertising, based on the consent given by the user.
“First-party data is the foundation of our data strategy. When it comes to targeting content and advertising, they are clearly superior to previous prediction options. netID is, in our view, the ideal solution for qualifying and optimising reach, but also as a basis for possible data clean room approaches,” says Carsten Sander, Executive Director at BurdaForward.
“This consolidates our position as the leading ID solution in Germany and Europe,” says Jörn Strehlau, Chairman of the Board of the European netID Foundation, “in regard to the Chrome update in 2024 and the increasing restrictions on cookie banners, the pressure for publishers, advertisers and e-commerce providers to take new paths in tracking and retargeting is increasing. The balance of power has fundamentally shifted as a result of the legislation. Data use only works in harmony with the users themselves“.
Parallel to the expansion of the netID network, the existing partners are pushing the implementation of the login standard on their websites. RTL Deutschland, for example, a founding member of the European netID Foundation, has meanwhile implemented netID’s ID solution on almost all of the company’s own digital offerings such as ntv.de, RTL.de, stern.de or Chefkoch.de as well as numerous others.
More than a hundred companies are already using the netID login standard, including Axel Springer SE (with Bild.de and WELT.de, among others), DPD and Calida as well as the Süddeutsche Zeitung.