Third-party cookies have powered programmatic advertising for many years, due to the connectivity and portability of data that they provide that has been able to act as a proxy for identity. However, with the introduction of tougher privacy legislation, such as GDPR and CCPA, and changes made by browser providers such as Apple and Mozilla, they are becoming increasingly ineffective. Finally, with Google announcing their intention to stop supporting third-party cookies by 2022, it seems third-party cookies have a defined expiration date.
Instead of relying on third-party identifiers, many companies are now looking to utilise their first-party data. First-party data tends to be more robustly permissioned (many users have given their consent for their data to be used by the company) and more accurate.
Currently, the use of first-party data is being hampered by the requirement to either centralize or share data to be effectively used. This sharing and movement of data create a risk for the owner of the data, as it requires them to give up a degree of control.
InfoSum is providing a privacy-safe environment to connect data sets using personal data. We're not reliant on any ID's as our federated architecture removes the need to share data, and through our various privacy controls, including differential privacy techniques, individual identities are protected.