Universal identifiers

There’s an increasingly long list of ID providers which all fall into the following main categories based on their primary approach:

• Verified ID - Using anonymised email addresses, telephone numbers or similar PII.
• Modelled ID - Using probabilistic modelling of signals such as IP address, URL, timestamp.
• Clean Room - Matching/augmentation delivered by an intermediary without the need to directly share between the data owners.

To best support our clients as the ID landscape evolves, Carbon takes an agnostic approach and is building direct integrations with recognised industry leaders - ID5, Liveramp, UID2.0, Infosum and Zeotap. Each are a different blend of the main ID types and allows our clients to identify which performs best for them.

We’ll also be working with our existing industry partners to allow ID mapping when required and we’ll embrace a publishers own ID as part of Carbon.