Everything marketers need to know about Universal Identifiers (UIDs) and their crucial role in post-cookie marketing and advertising.

With cookie deprecation looming, you’ve likely heard Universal Identifiers propped up as a cookie replacement. The industry is hard at work creating solutions that replace cookies and maintain your marketing and advertising use cases. As more updates roll out, here’s what you need to know.

Universal Identifiers are identifiers that are mapped to an individual user

UIDs are generated by obtaining an email address and using a one-way hashing algorithm to generate the id. An email may be gathered when a user logs into a website, when a user trades an email to unlock content, or when a user buys a product.

Universal identifiers differ from third-party cookies

UIDs require user consent, are cryptographically secure, and cannot be mapped back to personally identifiable information, like name or gender.

There are many different companies offering Universal ID solutions at the moment including Liveramp, The Trade Desk, ID5, LiveIntent, and several others. Each may be generated differently, and are likely to include different pools of users.

Are you prepared for post-cookie marketing and advertising? Resonate is.

Third-party cookies are going away in January 2022. With Resonate, your ability to understand and reach your target audiences isn’t going anywhere.

Resonate’s privacy-first methodology ensures the customer experience remains unchanged when the cookie crumbles. Our Privacy-Preserving Insights Solution leverages our proprietary, fresh data set and cutting-edge, AI-driven infrastructure to deliver an unparalleled understanding of individual consumers. This deep data will continue to support your insights, analytics, and activation to deliver highly personalized, cross-channel engagement. In fact, our proposed cohort and universal identifier capabilities will deliver even stronger insights – giving you a leg up on your competitors.

Get more resources at resonate.com/postcookie and request a demo to set yourself up for the future of marketing.