Universal ID solution for a new era that doesn’t rely on cookies
AudienceOne® ID
What is AudienceOne® ID?
In recent years, as the demand for user privacy protection on the internet has grown, technical restrictions on third-party cookies in browsers and devices have expanded. In digital marketing going forward, alternative technologies to cookies and how to utilize them have become critical challenges for companies.
To address these post-cookie challenges, Hakuhodo DY ONE has developed AudienceOne® ID, a universal ID solution that identifies users without relying on cookies. A universal ID solution is a technology that generates an ID as a replacement for the third-party cookies traditionally used in digital marketing. AudienceOne® ID is a sustainable user ID that identifies users based on multiple factors, utilizing IP addresses, operating system information, and alternative ID technologies such as ID5.
By adopting AudienceOne® ID, you can continue to conduct digital marketing as usual, even in the post-cookie era.
Enabling user tracking in the post-cookie era
Although Google Chrome’s planned restrictions on third-party cookies, scheduled for the second half of 2024, have been postponed, post-cookie issues have already surfaced due to Apple’s Safari browser’s Intelligent Tracking Prevention (ITP). Only eight percent of Safari users can be captured when measuring site visitors using third-party cookies. However, when the universal AudienceOne® ID solution is used, around 80 percent of Safari users can be reached.
Able to use an array of third-party data
AudienceOne® ID not only functions as a universal ID solution for the post-cookie era but also allows you to access the wide array of third-party data held by AudienceOne®. By using data such as attributes and interests inferred from users’ online behavior, it is possible to perform detailed targeting and visualize the characteristics of site visitors.
Delivering ads compatible with the post-cookie era
AudienceOne® ID has already been integrated into the ad delivery solutions provided by the Hakuhodo DY ONE Group. If a company sets up AudienceOne® tags on its website, it can connect retargeting data to various delivery systems supported by AudienceOne® ID. Furthermore, by delivering ads based on third-party data held by AudienceOne®, it becomes possible to deliver ads to users who could not previously be captured by third-party cookies, thereby maximizing ad reach.
