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October 29, 2020

Lotame Offers Cookie-Free, Anonymous Personal IDs for Ad Targeting

Lotame Offers Cookie-Free, Anonymous Personal IDs for Ad Targeting

Lotame

The race to replace third party cookies continues. Lotame has unveiled its entry, Panorama ID, which combines Web data, customer IDs, and hashed emails to attach all possible identifiers to anonymous individuals. Lotame promises compliance with privacy rules including GDPR, CCPA, and LGPD, but it also says Panorama ID is compliant with the IAB’s Transparency and Consent Framework 2.0, whose European version was recently judged to violate GDPR.

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The Trade Desk Adds LiveRamp and Criteo as Partners for Unified ID 2.0

BusinessWire

Meanwhile, The Trade Desk is pushing ahead with the open source Unified ID 2.0 initiative, based on the IAB’s Project Rearc principles. Latest developments include partnering with LiveRamp to incorporate LiveRamp’s IdentityLink ID and Authenticated Traffic Solution, and with Criteo to develop a consumer sign-on solution and transparency portal. Some testing is under way but general availability of Unified ID is planned for first half of next year.

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TVision Tracks Individual Viewing Across Streaming TV Apps

TVision

Connected TV viewing was never measured by third party cookies, but it still needs a tracking solution. TVision measures the attention paid by individual TV viewers, apparently through devices in the homes of volunteers. They’ve just launched a new platform that measures results across all streaming apps. Don’t confuse this TVision (www.tvisioninsights.com) with the TVision internet streaming service just launched by T-Mobile.

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