Standardized Identifier Proposed as Cookie Cutter
Cookies are widespread but there are calls for new approaches to tracking. If cookies go the way of the dinosaur, digital marketing will be massively impacted. The Standardized identifier is one of these proposed solutions. IAB Labs have produced a proposal for a sort of token that stores a persons ID, and in turn interacts with permissions to share information. This would also be regulated similar to a public service. Many Organizations wanting to access standardized identifiers for consumers would need to prove agreement with their privacy decisions as detailed in their standard identifiers. The primary way through which marketers track consumers on the web is under attack. Most marketers will find it very difficult to certainly and consistently track users as they cross the web, reducing their capacity to target them.
The IAB Tech Lab proposal is an “improved device for public identification and personalization. This standardized identifier would allow data about different consumers to travel with the consumer and be broadcast during the digital supply chain, so that it may be certainly acknowledged, appreciated, and developed. The IAB Tech Lab offers a joint responsibility method that relies on software contracts and a “regulated, verified container for ad delivery to limit the performance of client-side code to decrease protection, production, and trading businesses.”
Jordan Mitchell, the IAB Tech Lab’s SVP of membership and operations said that eliminating cookies, purposed the transition to a new, publicly-owned mechanism for recording and honoring consumer preferences will disenfranchise millions of independent businesses, entrepreneurs, influencers, and individual communicators, and concentrate control of the internet to a handful of tech giants with the expertise and legal teams to comply.
A common scenario today is that for years, some businesses in the digital broadcasting ecosystem, including promoters, publicists, ad tech firms and data agents, have done with customer data whatever they want, sometimes in ethically and professionally incredible ways. There are several competitors behind the standardized identifiers.
However, it should be remembered that these problems are also hyped by competitors that have their own marketing competitors to the main players like Google.
A case in point would be Brave. Brave is a browser built on the open sourced Chrome browser. They have cookie blockers built in, so tracking is minimised.
But they are leading the chorus of attacks on Google, claiming that Google violates various privacy laws. Braves solution is to store user and browser information on browser itself, and not allow any information to leak out. The adverts on Braves platform would be matched via a catalogue distributed from a secure central broadcast. The advertiser does not know more than very basic information such as advert views or interactions.
IAB Labs take a different angle, they seem to dislike client-side cookies and information gathering. But the real problem is how and to whom it is shared.
Thanks to laws like the GDPR and the possible crackdown on cookies, Digital Marketing is in eventful times.
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