Evolving the ‘Identityscape’ first-party without PII

January 19, 2024

As the digital advertising industry continues to adapt to the deprecation of third-party cookies and mobile advertising IDs (MAIDs), advertisers and agencies are facing a more complex identity landscape. Multiple identity silos have emerged, each with their own identifier and different types of data, including personally identifiable information (PII), probabilistic data, connected TVs, clean rooms, data management platforms (DMPs), hashed emails, and app software development kits (SDKs).

The use of multiple IDs

To execute and measure media plans, advertisers and their partners require the use of multiple IDs, which complicates the entire campaign management process.

Scalability, interoperability, and the ability to meet privacy standards are crucial to success in this new landscape.

This is where ‘Identityscape’ created by Flashtalking comes in. Flashtalking, a part of Mediaocean, has developed a comprehensive map of the identity management tools that enable advertisers to navigate this complex landscape while looking to respect user privacy. The mapping shows the businesses that look to solve for these industry issues – PII based identity graphs, probabilistic ID graph, CTV solutions, clean rooms, DMP/ CDPs, APP SDKs and hashed email ID providers.

Anonymous Deterministic ID

We at AdFixus would like to suggest that there is an evolution of ‘Identityscape’ and introduce a new segment – Anonymous Deterministic ID.

Our patented first-party persistent ID is not reliant on any PII, doesn’t match via some fuzzy probabilistic algorithms and yet provides full consent management to individuals to manage their data.

At AdFixus, we're proud to offer businesses a durable identifier for unauthenticated audiences across multiple domains. With our solutions, you can browse the web seamlessly whilst being assured that your identity is protected.

Unlike other platforms, our first-party data solution ensures that the data of individuals is accessible and owned exclusively by your business. Data sharing occurs without Personally Identifiable Information (PII) and only on first-party data, with the consent of all parties, ensuring that individuals' privacy is always respected.

At AdFixus, we believe in putting individuals first. That’s why we designed AdFixus Platform to create digital identities that are owned, stored and under the full control of the related individual. We also leverage advanced encryption algorithms, as per blockchain, to ensure that the data of individuals is secure.  

With our consent management solution, Adfixus Consent, consent is fully owned and under the control of the individual, making it easy to grant or revoke consent across a single website or a group of websites.

Our solution also allows for activation on first-party data via programmatic channels (Deal IDs) or direct sell, without risking data assets or consumer privacy. By generating and using a consistent identifier, we enable accurate understanding of audience reach, whilst removing duplication and reducing the costs of other platforms such as CDPs and analytical systems.

At AdFixus, we're committed to offering a comprehensive, privacy-centric solution that empowers businesses to make the most of their data without compromising on individuals' trust.

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