Demystifying Identity and the Cookieless Future - Part 2
In September Eyeota announced its global integration with ID5’s Universal ID to increase the clarity of its Audience Identity Resolution. Expanding the relationship with ID5 will see Eyeota’s Audience Identity Resolution connecting to multiple IDs associated with a user, enabling marketers to access people-based audiences without third-party cookies. This global integration with ID5 is part of Eyeota’s larger data diversity initiative to ensure its audience solutions remain flexible and addressable for brands and advertisers activating across omnichannel environments.
Kristina Prokop, Eyeota CEO and founder, and Matthieu Roche, CEO and co-founder of ID5, recently came together at one of our Audience Data Session webinars and discussed the state of identity resolution in a changing adtech landscape. In Part 1, we summarized the key points about identity in a post-cookie landscape. Part 2 looks at how the ID5 and Eyeota Universal ID standard stacks up against those being developed by other consortia. You can watch the whole video here.
"Being a specialist shop that focuses only in providing solutions in the identity space means ID5 has no conflict of interest in the data market ecosystem," says ID5’s CEO and Co-founder Matthieu Roche.
“We’re not in the business of buying or selling data – we’re neutral compared to other stakeholders,” says Roche. “The other main difference is our method, which is an inclusive approach that takes in both sets of audiences a publisher has a relationship with, such as authenticated and non-authenticated users, for example email versus non-email ID.”
That means ID5 can include any users who are not actively logged into a publisher and consequently scale audiences further.
And for Kristina Prokop, Eyeota’s CEO, this is a crucial factor. “The pools of data for logged-in users could change at any moment. The privacy era is a very strange time and changes happen so fast. There is no 'one key' solution and our industry has always been about collaboration, so all the identifiers plus privacy issues creates an extremely interesting dynamic to follow.”
ID solutions strengthen data privacy
A publisher needs to have a relationship with users to have the right to collect personal data from them. That’s the GDPR standard of consent. ID is the key to unlocking data at scale and privacy and enforcement evidence is crucial in this regard, according to ID5’s Roche.
“Using hierarchical encryption mechanisms to ensure that only vendors and brands that have the legal basis to use data are doing so,” he says.
“Is this a challenge? Yes, but it’s also an opportunity to rebuild the foundations of the entire industry in a user-inclusive world. There will be no tracking by default, so we need to put users back in control,” adds Roche. “Publishers’ relationship with users has to evolve so that tiers of value can be reached according to how much data they are prepared to give.”
GDPR is an EU-originated directive but, Roche says, the issues are the same all over the world.
“There are varying levels of acuteness and platform usage (Mobile v Web) differs,” he says. “There are also variances in awareness of levels of privacy in, say, Europe compared to Asia.”
Roche asserts that transparency and control are becoming the new reach and frequency metric for brands.
In the end, it doesn’t really matter if third party cookies disappear, according to Roche. Chrome only has about 65 percent reach so the era of cookies will still go on. But it’s a wakeup call for the industry to do better for publishers and brands who want to transact outside the walled gardens with a more efficient infrastructure using new ID solutions.
“The threat of cookies going away made a lot of people realize this,” says Roche. “Google and Facebook are already facing anti-trust issues and other competitive threats. There are so many dimensions to this that we’re not even aware of. We’re just trying to be ready for any outcome.”
To watch the whole Eyeota Audience Data Session, click here.