Zeotap Launches Universal ID Project

As marketers scramble for alternatives to tracking cookies, customer data vendor Zeotap has launched a universal identity initiative called ID+. Starting with Zeotap’s own global identity graph, the project will use hashed personal identifiers, such as email and phone numbers, to track individuals across ad channels without violating privacy rules. More than twenty organizations are supporting the program, which will also interoperate with other universal ID schemes.