For years, on-line advertisers have relied on cookies to trace and goal audiences, however they want new approaches as the main browsers phase out support for third-party cookies. (This shift isn’t restricted to cookies. For instance, Apple is forcing developers to permit customers to choose out of advert monitoring subsequent 12 months.)
To adapt to an web with out cookies, a Lotame spokesperson instructed me that the Panorama ID is constructed on high of the company’s Cartographer technology, which helps publishers unify their first-party knowledge.
This strategy combines totally different components of person id — comparable to machine identifiers, buyer IDs and hashed e mail addresses — with related behaviors. The corporate says that on common, a single pseudonymous ID will embrace 119 net and 89 cell attributes.
Lotame says that the Panorama ID will be capable to unite person conduct throughout gadgets, enabling advertisers to focus on audiences by means of header bidding. They’ll additionally be capable to successfully make use of methods like capping the frequency with which an individual sees their advert. And it will likely be obtainable to anybody who desires to make use of it, not simply Lotame prospects.
“Shoppers are altering on a regular basis, much more so within the final 8 months,” mentioned Lotame CEO Andy Monfried in an announcement. “Marketer and writer relationships must evolve with one another and with prospects to replicate these profound shifts. Panorama ID offers that new frequent language or bridge to make related promoting potential and impactful for entrepreneurs, publishers, and shoppers.”
On the identical time, the corporate says the Panorama ID is privateness pleasant and compliant with quite a lot of laws together with GDPR and CCPA. Customers will be capable to to choose out of from Panorama ID monitoring throughout their gadgets.