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MarketingLand: The ad industry continues its quest toward fewer cookies and more consistent user IDs

IdentityLink connects a variety of datasets about millions of users, including offline data, to create an anonymized profile of a single user that is based on the idea that a real person is living in the real world and online.

The Consortium has now focused on using a few cookies, notably ones from DSP The Trade Desk, from ad tech platform AppNexus and from the non-profit initiative, DigiTrust. The identifiers in those cookies are made available to a publisher’s exchange partners through the Index Exchange’s header wrapper, so individual cookies do not need to be read. Participating organizations can also connect the identifiers to the IdentityLink ID, in order to track a user across channels.

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