The emergence of cookieless IDs

As the internet becomes more and more entrenched in our daily lives, so too do online cookies. These small pieces of data are used to track our online activity and preferences, and are generally considered to be a necessary evil of the internet. However, a new breed of online ID is emerging that does not rely on cookies – cookieless IDs.

There are a few different ways that cookieless IDs can be used. One is through the use of browser fingerprinting, which uses information about a user’s browser and device to create a unique ID. This ID can then be used to track the user’s activity without the need for cookies.

Another way to create a cookieless ID is through the use of server-side storage. This involves storing data on the server rather than in the user’s browser. This data can then be used to create a unique ID for the user that can be used for tracking purposes.

There are a few advantages to using cookieless IDs. One is that they are more privacy-friendly than traditional cookies, as they are not stored in the user’s browser. This means that they can’t be accessed by third-party trackers. Another advantage is that cookieless IDs are more resistant to deletion. Unlike cookies, which can be easily deleted by the user, cookieless IDs are more permanent. This makes them a more reliable way to track users over time.

The disadvantages of cookieless IDs are that they can be more difficult to implement, and they may not be compatible with all browsers and devices. However, as online privacy becomes more and more of a concern, cookieless IDs are likely to become more popular.

More

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• What technologies will replace the DMP in a world without 3rd party cookies?
• Server-Side Tracking: The Future of Precise and Efficient Marketing