Flashtalking, the leading global independent platform for omnichannel ad management, data-driven creative, and unified insights, today announced the introduction of a new identity framework to provide advertisers the industry’s only complete end-to-end solution for cookieless personalization and measurement with privacy controls. The comprehensive framework is built on a suite of products including Privacy Icon, IDConnect and FTrack, previously the industry’s first cookieless single-device identity solution.
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Facing a future without third party cookies and MAIDs, the market has been saturated with new alternative identifiers, many of which are being integrated across the buy side of the ecosystem. However, no one identifier is likely to emerge with the scale and resolution required to be a new universal standard like the cookie, which means advertisers will most certainly require multiple IDs on the buy-side to execute their omnichannel media campaigns.
A multi-ID landscape presents new problems for marketers, particularly around measurement and personalization. It is critical for advertisers to measure the effectiveness of their advertising investments, but it is simply impossible to deliver reach, frequency and attribution results working from multiple disparate datasets. Advertisers require a single, consolidated view of the customer journey, and that can only be achieved by stitching these IDs together across every impression, click and conversion on the open web.
Furthermore, the emergent patchwork of identity solutions does not provide a sufficient framework for addressing the consumer’s right to privacy, notification, and choice. To meet rising privacy standards, advertisers also need the means to clearly communicate the terms of their exchange with consumers wherever and whenever that exchange takes place.
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“While ID Interoperability is being addressed on the buy side, it must also be solved for identity measurement and personalization. Right now, that’s a huge gap in the ecosystem,” said Flashtalking CEO John Nardone. “The current privacy setup also leaves a big hole in our industry, especially as it adopts identifiers based on hashed emails. With rising privacy standards, advertisers need a way to provide clear notice and choice (i.e. ability to opt out) for any operation involving user-level tracking. These are all areas where we believe Flashtalking can step in and play a major role.”
Flashtalking’s purview as an independent ad server makes it the only part of the adtech stack where marketers can solve these problems by securely joining identity data with campaign data at both the user- and impression-level. As the industry aggressively pursues solutions to the buy-side use cases, Flashtalking is uniquely positioned to solve for measurement and personalization use cases, with a new Identity Framework that is able to: (1) stitch together disparate IDs into a unified, federated dataset; (2) operate without cookies end-to-end; (3) deliver unbiased measurement; (4) provide consumer notification and choice on every impression; and, (5) respect advertiser’s ownership of their campaign data.
There are three building block components to Flashtalking’s Identity solutions:
1. FTrack: Privacy-friendly probabilistic device recognition.
2. IDConnect: Identity orchestration for measurement and personalization.
3. Privacy Icon: Consumer notice and choice on every impression.
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