Summary
Publishers and advertisers apply 3rd-party cookies for better results. There is a risk for targeted advertising due to the “cookieless” world annonced by Google several years ago.
It is one of the main reasons why, on one hand, ad tech companies like The Trade Desk, LiveRamp, ID5, etc. and on the other hand, consortiums including IAB, Prebid, and Advertising ID Consortium - have been working to create Universal User IDs to target users even when the “cookieless” reality is here.
Universal ID has proved itself as an alternative to 3rd-party cookies.
What is Universal ID?
Universal ID is a user identifier (user ID/ID) created by a prominent ad-tech consortium/company to provide a user's shared identity across the supply chain without synchronizing cookies - it provides publishers, advertisers, and ad technology providers with an alternative way to improve user IDs and thus reduce the dependency on 3rd-party cookies.
Most importantly, it is not restricted to 3rd-party cookies. In other words, 1st-party data and offline data can be used to create Universal IDs. But they are not the same.
Unlike 3rd-party cookies, Universal IDs allow you to create and share an ID with 1st-party information for the needs of the entire digital advertising ecosystem while respecting privacy.
Universal ID Solutions
ID5
ID5 ID is a shared, neutral identifier that publishers and ad tech platforms can use to recognize users even in environments where 3rd-party cookies are not available or blocked. ID5 enables publishers to create and distribute a shared 1st-party identifier across the entire ecosystem. Ad tech platforms that connect with ID5 can decrypt ID5 ID and improve their user recognition capabilities. ID5 ID is designed to respect users' privacy choices and publishers' preferences throughout the advertising value chain. Read more on the ID5 help center, ID5 Client wiki.
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What is the universal ID called? ID5 ID.
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What is it based on? Both 1st- and 3rd-party data.
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Will it work after a cookie apocalypse? Yes.
Read how to activate the ID5 identity provider data usage to be able to see the calculated daily stats in the Segment Builder (User IDs tab) and External user IDs report.
Read how to start exporting ID5 IDs to different partners’ platforms through Piano Audience:
File export connection also supports this ID5 user IDs.
Czech Ad ID
Czech Ad ID is a joint project of publishers of the CPEx alliance (Czech Publisher Exchange) and Seznam.cz. The aim is to create a uniform standard for identifying users in an online environment that is independent of third-party cookies. Czech Ad ID system is open to publishers, agencies, and advertisers.
Read more on the official project web portal or CPEx blog article.
Read how to activate the Czech Ad ID identity provider data usage to be able to see the calculated daily stats in the Segment Builder (User IDs tab) and External user IDs report.
Read how to start exporting user IDs provided by the Czech Ad ID identity provider to different partners’ platforms through Piano Audience:
First-ID
First ID is a French vendor that supports a specific browser workaround to track anonymous users, find out more details here and here.
Read how to activate the First-ID identity provider data usage to be able to see the calculated daily stats in the Segment Builder (User IDs tab) and External user IDs report.
Read how to start exporting user IDs provided by the First-ID identity provider to different partners’ platforms through Piano Audience: