In a cookieless environment, targeting solutions that are based on anonymized PII is going to be critical to maintain the one-to-one approach to reach consumers. Many of the upcoming ID-solutions will be interoperable, meaning they will speak to one another and create synergies for marketers. Below are a few of the most discussed solutions across the industry:
Many publishers and technology partners are working together to be able to produce Unified ID 2.0, which will be an open source solution built with hashed and encrypted email addresses across the web where a user has logged in. This solution, initially spearheaded by The Trade Desk and now being overseen by Prebid, has gotten significant backing by other publishers and brands. This includes, but isn’t limited to, Index Exchange, Magnite, PubMatic, OpenX, SpotX, LiveRamp, and The Washington Post. For consumers who are wanting to have more transparency about how their data is being used, they are going to be able to monitor and adjust how their data is being leveraged and encourage publishers to be more forthright in the value exchange that occurs.
Liveramp Authenticated Traffic Solution
Similar to Unified ID 2.0, Liveramp is developing their own methodology to also get ahead of the cookieless future in collaboration with their partners. As outlined on Liveramp’s website, their “IdentityLink unlocks the value of your data securely because it’s encoded for every identity space, protecting your data from loss and misuse.” However, it does differ from the unified ID solution because it does not include identifiers such as fingerprinting and hashed emails. Instead they are creating an environment known as “Safe Haven,” which will aggregate many data providers’ information and enable for next-level machine learning to grow customer understanding and activate against new audiences. This will allow for fragmented data to be assimilated into a people-based solution based on identity across channels.
Lotame’s solution is people-based and compliant, accumulating inputs across the web, mobile, connected TV, and customer data. This data can then be utilized across devices, domains and platforms universally across the open-web. As outlined in their press release, Lotame “…[matches] attributes across devices and domains to an individual…[leveraging] more than 90 platform partners, plus data from 180 providers in 58 countries.” This allows the ID to scale.
Neustar recently announced that they would also be rolling out an ID which aligns with the customer cloud solution that was released in the summer of 2020. According to AdExchanger, “…Neustar has an API that publishers can call with the information they have on customers, most likely a hashed email or phone number. Neustar then spits out a token (the Fabrick ID), which publishers can use to share identity data back with Neustar’s advertiser clients and to sell their media programmatically on the open exchange.” Steve Silvers, the SVP of product and GM for customer experience at Neustar, informed AdExchanger that the ID is a more privacy compliant solution as compared to third-party cookies because it expires after 7 days.