与观众

什么是关联受众?

与观众 rely on solutions that aim to enable cross-site tracking based on identifiable information that users have opted in to provide. They are often called universal or unified ID solutions. They work similarly to third-party cookies and replicate much of their current functionality. 一些例子包括 统一ID 2.0, ID5, Lotame全景ID和LiveRamp的坡道ID.

Linked ID systems typically fall into one of two categories: probabilistic or deterministic.

• Deterministic IDs rely on persistent user signals such as an email address or phone number to create a user identifier in an authenticated state
• Probabilistic identifiers use individual data points from disparate sources such as device and browser usage hashed IP and geolocation to create a user identifier in an anonymous, 未经身份验证的状态
• 一些解决方案将使用一种或另一种方法, and occasionally a mix of two approaches (probabilistic in an 未经身份验证的状态 migrating a user to a deterministic identifier after authentication)

对于unifidid 2.0, email addresses are secured using Privacy Enchancing Techniques (PETs) and passed back to the publisher as an anonymised token that can be shared with SSPs and stored on the user’s browser as a first-party cookie. With an increasing adoption from publishers’ tokenisation of log in data, a deterministic identity can be developed across environments and channels.  

A relatively new entrant into the identifier space is the joint venture between European telecoms Deutsche Telekom AG Orange SA, 西班牙电信年代.A. 沃达丰集团(Vodafone Group plc)被称为TrustPid. 它的目标是为法国的品牌和出版商提供服务, 德国, 西班牙, Italy and the UK with a platform for their digital marketing and advertising activities via a tokenised user’s network subscription. 所建议的跟踪对每个广告客户都是有限的, with additional privacy measures through expiry of identifiers and limited enrichment of data.

注意事项

Linked solutions are highly addressable and often allow advertisers to get a granular picture of their audience on a 1:1 level. Many proposed solutions are also interoperable, so will work across different environments.

然而，挑战也存在. T在这里 is a growing trend to limit the availability of datapoints available for the creation of identifiers such as email and IP address (Apple’s iCloud Relay/Hide My Email/Single Sign On services, 谷歌的隐私沙盒捕蚊器等.) which may limit the overall effectiveness of certain approaches. Google has stated email addresses or other persistent identifiers will not be available as tracking solutions within its ecosystem, which may present difficulties in using linked solutions on Chrome and Android devices. 然而, as these IDs can operate in environments that were typically problematic for cookies (such as CTV), adoption further increases the scope of targeting and measurement in those contexts.

Another factor to consider is that the ICO has said it “will not accept proposals based on underlying ad tech concepts that replicate or seek to maintain the status quo.” This could potentially apply to solutions in this space, but it is not yet clear. 你可以找到更多关于ICO所说的话 在这里. 

Summary

• 与观众 describes environments w在这里 publisher and advertiser audiences can be linked using a token mapped through identity resolution and data management platforms
• This type of approach commonly makes use of user-provided information (such as email address, 名字, 地址), provided at the point of sign-up for accounts with the relevant publisher
• Use of specifically provided data from users can result in high data accuracy. 然而, it can also result in limited reach as these solutions generally require active participation from authenticated users only
• IAB Tech Lab support for solutions in this area include: 用户ID 2.0用户启用的ID令牌; IAB技术实验室标记化框架和 加强私隐的技术