In programmatic advertising, user IDs are crucial for targeting specific audiences, allowing vendors to serve relevant ads based on user behavior. High-value user IDs, like those linked to professions such as doctors, can attract higher bids from advertisers seeking targeted exposure.

However, there's a risk of user ID misdeclaration, akin to domain spoofing, where vendors might falsely represent user profiles to attract higher bids. This not only misleads advertisers, leading to potentially higher costs for misaligned ad placements, but also disrupts ad performance metrics and frequency capping.

Adalytics' investigation into The Trade Desk and Colossus SSP revealed discrepancies in user ID declarations, suggesting potential manipulation. This highlights the need for stringent verification processes in digital advertising to ensure accuracy in targeting and to safeguard the integrity of advertising investments.