In an effort to protect user privacy, Google introduces policies that limit data collection. Opting out of 3rd party cookies is a game changer in the advertising industry.

An alternative solution from Google to block the use of cookies is the Privacy Sandbox initiative. On the one hand, Privacy Sandbox is a secure environment for personalizing and protecting user data, which allows them to opt out of inappropriate advertising. On the other hand, it provides companies with tools to collect, analyze and track online audiences.

Here are a few other existing solutions on the market:

01. Device Fingerprinting

This is a technology that marketers use to track potential users online by monitoring the device and parameters such as location, time settings, installed plugins and applications. Due to the similarity in the way information is collected with 3rd party cookies, Google intends to prevent device fingerprinting.

02. Universal IDs

Universal IDs are one of the most popular alternatives on the market. The essence of the approach is to assign a universal ID to the user. It is a single identifier that is used in the digital marketing ecosystem. It allows approved partners in the supply chain to access information associated with the user.

Collecting data and assigning a universal ID can be carried out using different approaches: for example, based on supply-side platforms (SSP) or demand-side platforms (DSP).

03. Brand Loyalty Programs

Based on the collected data, using 1st party cookies or assigning a universal ID, the brand can track its users on the web. After that, the user receives an invitation to join the brand loyalty program.

It is important to note that a brand can become a data provider for itself if it collects data about its audience and. Bands can create email and mobile phone databases, use promotions or registration forms.

In our work, we prefer Google’s Privacy Sandbox and built-in advertising platform solutions. These platforms are global companies with a good reputation, we trust the quality of the audience provided and the compliance of their work with all privacy policies.