Introduction to ID Less

In the realm of programmatic advertising, where digital ads are bought and sold in real-time through automated bidding, the concept of ID Less has emerged as a positive way forward.

Traditionally, personalised advertising relied heavily on unique identifiers such as 3rd Party Cookies, Device IDs and Alternative IDs (hashed emails for example) to track user behaviour and target ads accordingly.

However, growing concerns about privacy, data protection and browser compliance, have led to a shift towards ID Less advertising. This approach delivers relevant ads without relying on personally identifiable information, exploring alternative methods to achieve effective targeting while safeguarding user privacy.

Anonymised with its edge ML cohort-based audience solution is as the forefront of ID Less solutioning.

How is Anonymised ID Less

Anonymised ID Less audiences manifest as segment IDs in the browser's local storage and are passed into the bidstream as taxonomy-less key-value pairs.

This is means no one party can easily determine any additional data regarding the browser’s user from the data exchanged with the programmatic ecosystem.