A Universal ID aims to use encrypted and hashed email addresses to create a standard identity replacement for third-party cookies.
Third-party cookies are going away, mobile ad IDs will soon be harder to come by – and the advertising ecosystem is responding with a flurry of identifiers of its own. The industry is starting to coalesce around Unified ID 2.0. which is being developed by The Trade Desk, the largest DSP. Please read our blog post on this: https://www.vicimediainc.com/what-are-universal-ids-or-unified-ids-and-what-happens-when-cookies-go-away/
Please read this article for more info: https://www.adexchanger.com/online-advertising/neustar-is-latest-to-roll-out-a-cookieless-id/?oly_enc_id=7132I6728001H2L
Google is also working on their own cookie replacement. As of January 2022 they are testing Topics. The idea here is that your browser will learn about your interests as you move around the web. It’ll keep data for the last three weeks of your browsing history and as of now, Google is restricting the number of topics to 300, with plans to extend this over time. Google notes that these topics will not include any sensitive categories like gender or race.
To watch a quick video where we explain this click here: https://support.vicimediainc.com/wp-content/uploads/2021/03/GoogleFlOCCookies.mp4
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