top of page

Colossus Faces ID
Mismanagement Allegations



Alison Piroe

Ad tech giant Colossus accused of mishandling user IDs within it platform.

The world of online advertising is in turmoil following accusations against industry leader Colossus. Adalytics, a firm specializing in ad tech transparency, released a report alleging that Colossus mishandled user IDs within its programmatic advertising platform.

This mismanagement, if true, could have significant consequences. User IDs are crucial for targeting specific audiences with online ads. Adalytics claims Colossus' mislabeling resulted in advertisers unknowingly reaching irrelevant demographics, potentially wasting significant campaign budgets.

Colossus, a major player in the ad tech space, vehemently denies the accusations. They claim they act solely as a middleman, facilitating ad buys but lacking the ability to manipulate data. The company has even filed a defamation lawsuit against Adalytics.

Affiliate Flash’s Take:

The allegations have sent shockwaves through the industry. Many advertisers are now scrambling to audit their ad buys with Colossus, fearing they may have been targeting the wrong audiences. This controversy underscores the ongoing struggle for transparency and data integrity within the complex world of ad tech.

As investigations unfold, the question remains: was Colossus simply a passive platform or did they actively manipulate user IDs? Only time, and potentially the outcome of the lawsuit, will tell.

Like what you read? There’s plenty more where that came from. Subscribe to our weekly newsletter now to get our content free forever! Make sure to check out our Editorials and Latest News stories so you don’t just stay informed, you stay ahead!

Latest News


Google Update Enhances
Paid Search Attribution

Google Analytics 4 update will enhance advertisers paid search attribution.


Is Desktop SEO
Still Necessary?

With most traffic coming from mobile, how practical is it to still focus on desktop SEO?


Instagram Test
Un-skippable Ads

Instagram are testing un-skippable video ads that pause your scroll until you've view the whole ad.

bottom of page