Google says no to third-party advertising IDs. Where next for digital identity providers?

6th April  |  
3 minutes

In March, Google announced that it has rejected plans to replace third-party cookies with personal ad identifiers such as Universal IDs. Instead, the company will focus on supporting publisher first-party IDs and accessing user data in aggregate to better ensure the privacy of users. While many reacted with horror at the announcement, could it be that the move has inadvertently opened a new opportunity for the adtech industry?  

Of course, third-party identifiers will still be viable on the open web, but there’s no doubt that the adtech players will also want to find ways to work within the powerful Google Ad ecosystem. A long-term solution could lie in leveraging the supply side data exchange, but any such move comes with the risk that Google may shift policy once again. As we now know, what’s a workable identity solution one day is restricted the next.   

Fortunately, there is another way – and one that is proofed against any further changes to the Google Ad ecosystem. The solution lies in the fact that Google will continue to embrace first-party data. There are two ways first party data can be used for programmatic advertising in a way that is privacy-first and are acceptable to Google. 

1. Help publishers activate their first-party data for use in programmatic

The first is to help publishers activate their first-party data for use in programmatic. Here Novatiq can help. We work directly with telcos to create a Partner ID for publishers that enables them to understand their users and create viable first-party datasets that can be activated against our patented Novatiq’s token. In essence, the telco verifies pseudonymized publisher traffic against their network data, without the faintest scrap of Personally Identifiable Information (PII) being transacted.   

2. Real-time Dynamic Transaction ID

But to go further and enable programmatic advertising across all platforms, including Google, something more is needed: a real-time dynamic transaction ID. The approach once again centers on first-party data, in this case the network data of telco partners. Novatiq turns telco subscriber data into real-time dynamic transaction IDs, that can be delivered safely into the programmatic ecosystem for audience addressability, targeting, measurement and attribution. Once used, the ID vanishes. 

Novatiq’s approach is ideal for the challenges emerging around programmatic advertising. For a start, it’s privacy first and fully compliant with Google’s requirements, meaning publishers and advertisers can go on enjoying the full fruits of programmatic across both the open web and Google’s properties. 

What’s more, as the real-time dynamic transaction ID is interoperable, it can be used in partnership with other ID providers, allowing them to activate any and all first-party data they manage. As Novatiq works with the telcos to deliver the solution, the entire ID ecosystem benefits as it saves them having to make individual integrations with each telco – a job that would be prohibitively complex and time consuming. 

Every day, it seems, a new obstacle is arising in the path of targeted digital advertising. These obstacles are signs of a maturing internet that is taking seriously concerns about privacy and looking to protect users. That is to be welcomed. But these obstacles need also to be overcome in a way that continues to respect user privacy.

This cannot be achieved by one identity provider alone. By teaming up and working on creating cross-industry solutions, we can build an advertising ecosystem that is as useful as ever, but which is infinitely more secure and privacy-compliant. 


Catch up on the most unmissable articles

Read about third-party cookie deprecation, telco-verified digital IDs, global privacy regulations and more.

Read the latest spotlight

Grow your digital knowledge

Subscribe to Spotlight today

Sign up

See Fusion in action

Request a live preview

Join the world’s leading brands, publishers and telcos and discover how Fusion can help you drive more value from your data, improve customer experiences and increase performance across the open web.

accordion-arrow-down arrow-downarrow-left-greyarrow-leftarrow-right-greyarrow-rightclosefooter-menu-arrow slider-arrow-right social_facebooksocial_googleplussocial_instagramsocial_linkedin_altsocial_linkedin_altsocial_pinterestlogo-twitter-glyph-32social_youtube