At the moment (2nd February, 2023), ID Ward introduced the launch of their new model: Anonymised.
Because it launched in 2021, ID Ward’s mission has remained the identical: to assist publishers and advertisers monetise their audiences in a method that protects private knowledge. Nevertheless, the identify ‘ID Ward’ neither communicated this nor set the corporate’s tech other than competitor options. “The identify ID Ward was simply not conveying how basically completely different our expertise and philosophy are,” says Mattia Fosci, CEO and co-founder of Anonymised. “Having the phrase ‘ID’ within the identify routinely positioned us alongside many different id options that don’t have a lot in frequent with us. We embody a completely new method to decentralised promoting, so we would have liked a reputation that displays our distinction”.
Because the promoting trade grapples with the deprecation of third-party cookies and cellular identifiers, a number of ‘id options’ have emerged. Whereas a lot of them are in a position to exchange third-party cookies with various identifiers, none of them offers the attain, focusing on accuracy or authorized compliance that publishers and advertisers want. “The systematic assortment and disclosure of private knowledge in programmatic promoting is only a design flaw. It’s not wanted for advertising effectiveness, it’s poisonous for customers and it’s begrudged by publishers and advertisers who don’t like exposing their first-party knowledge,” added Fosci. “We mounted the design flaw. We constructed a expertise that decouples efficient viewers focusing on from private knowledge sharing.”
Anonymised permits publishers and advertisers to focus on audiences at scale with out disclosing their first-party knowledge. A consent-based cross-domain identifier tracks non-sensitive person behaviour throughout all browsers and gadgets, creating person profiles which might be encrypted and saved regionally on the system. When advertisers construct their segments, a machine studying mannequin checks the information saved on the system and determines whether or not or not the person belongs to a phase. If the reply is optimistic, every system is assigned a randomised, momentary and rotational phase ID, which is then used as the premise for focusing on, retargeting, new buyer discovery and marketing campaign measurement.
Anonymised focusing on gives three important advantages: attain, accuracy and compliance. Firstly, it permits publishers to monetise 100% of their audiences. Secondly, it permits advertisers to focus on extraordinarily granular audiences utilizing cross-domain knowledge. Third, it’s 100% legally compliant as a result of it prevents the disclosure of private knowledge to 3rd events. It has additionally the technical capability to cap the variety of advertisements seen by customers and to measure marketing campaign effectiveness. “We began this journey with person privateness in thoughts, however we have now since found that the business advantages of our expertise are unmatched within the trade,” concludes Fosci. “Anonymised focusing on shouldn’t be solely higher than different cookieless options, it’s extra performant than the cookie. We’re satisfied that the expertise can change into the brand new paradigm for privacy-first promoting”.