Quest for cookie replacement continues

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 22, 2021, 3:37 PM GMT+0

Existing and emerging substitutes for third-party cookies still fail to deliver on promises of consent and transparency.

Ad-tech companies are rapidly embracing identity technologies like Unified ID 2.0 as a means to replace third-party cookies and move towards a more transparent, consent-based system. Unified ID 2.0 uses email addresses, and other information gathered when users interact directly with a brand or publisher to build encrypted IDs.

However, when users submit their email addresses, they are not informed that the information could be used for marketing and advertising purposes. So far, there have been no guidelines around data usage in communication policies.

It is also unclear why these tech makers do not require any additional notice before collecting users’ personal information. Despite these concerns around consent practises, Unified ID 2.0 is being beta tested across the industry.

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