Identity Management

Can you resolve multiple IDs to one ID without use of cookies?

Yes. We have our own identifier that is stored in both local storage and 1st and 3rd party cookies enabling us to target 100% of your audience. We're then able to assign 3rd party IDs back to the Carbon identifier. By storing the user ID in 3 different locations, we have the ability to consolidate user data either in the cloud or our physical storage systems. This also helps secure long-term stability of the user identity in event of a change in browser data storage policy.

How does Carbon address a cookie-less future?

Carbon is well placed to rapidly adopt the one/few solutions that the industry will evolve to in order to support the digital marketing ecosystem as we have done previously as the Consent Management Platform marketplace established itself.

Our first party solution is already cookieless, our data science team are building modelling tools for performance/targeting without dependance on 3rd party cookies/data and our technology team are also pursuing our own patent pending technology for using an identifier to target micro cohort segments of a group of users.

A unified identity which navigates evolving privacy requirements remains an industry challenge and we’re closely monitoring a number of the evolving approaches, including Google's Privacy Sandbox, unified ID providers such as LiveRamp and the Trade Desk, decentralised "silo match" mechanisms such as Infosum, and many others.

How does the Carbon platform adapt to the ecosystem without cookies?

Carbon can already operate without requiring the use of 3rd party cookies by deploying 1st party Carbon cookies and utilising local storage and browser cache for persistence. Where sufficient data is available, our data science team will also work to model key demographic signals for targeting based on 1st party data alone.

We do not intend to solve the industry identity challenge ourselves, instead choosing to partner with several of the leading unified identity providers currently emerging as our belief is that the industry will settle on a small pool of 5-6 identity providers.

We also have Patent Pending technology applications for non-cookie based Systems and Methods for real-time optimization of advertisement placements on a webpage [Patent reference US20200211050A1] along with real-time revenue and cost attribution [Patent reference US20200211063A1].