Google Allows Use of Lotame’s Cookieless ID

Google has granted permission for publishers to use Lotame’s cookieless identifier, Panorama ID, within its Encrypted Signals for Publishers (ESP) program. ESP (get it?) lets publishers share an encrypted ID based on first party data to buy and track audiences. The ID is based on a cross-device identity graph maintained by Lotame and has been adopted by more than 18,000 publishers.