IQiD First-Party
Identity Graph

What is it? Why now?
How does it work?

Get Ready For A Post-Cookie World

The digital advertising industry is at a pivotal stage. Third-party cookies, which have been used for collecting data from customers often without their consent, will be completely deprecated by the end of 2024. What does this mean for brands seeking to personalize creative? What can marketers do?

Here's a look at today's challenges using 'silent tracking'.

For many years, marketing and advertising technology platforms have been using third-party cookies—often without user consent—to identify users and their preferences. This is known as ‘silent tracking.’

Browsers including Apple Safari and Firefox are blocking third-party cookies. Google Chrome is expected to soon follow suit. Fingerprinting, which uses unique browser information to identify users, has been proposed as an alternative technology to allow brands to personalize advertising. Increasingly, browsers are disabling fingerprinting as it is also a form of silent tracking.

Adopt A User-Consented
Approach To Personalization

	Keep all customer data within your brand’s domain Unlike other platforms that run outside the brand’s firewall, IQiD runs within your brand’s domain, ensuring that your customer data is never shared with any external third-party vendors.
	Remove dependence on third-party cookies IQiD allows you to personalize messages using consented data given by your own customers, reducing all dependence on third-party cookies.
	Use multiple first-party identities Leverage data from multiple first-party identifiers such as LiveRamp’s RampID, Unified ID 2.0 or your own custom ID to serve the most relevant messages to customers across devices and channels

Build Trust With An Ecosystem Based On First-Party Identity

With IQiD, you can leverage first-party data from multiple sources to build trust with your customers and gain insights on their behavior and preferences through a reliable pool of data about them.

Here are ways to combine trusted identity data:

Industry-leading identity solutions such as LiveRamp’s RampID and Unified ID 2.0
Customer Data Platforms that the brands choose to work with
Proprietary customer IDs developed in-house by brands

“What is elegant about the Unified ID approach is that each party in the ecosystem, in order to identify the consumer, also must have direct consumer consent with his/her email address provided to the publisher or brand. This again ensures that only consented data can be used for personalization.”

–Diaz Nesamoney,
Founder, President & CEO, Jivox

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