ID-Less Solutions Guidance

In digital advertising there are two types of environments when it comes to targeted advertising. On the one hand, there are environments in which an identifying signal is available (such as a third party cookie, email, device id, etc.) and on the other is when such an identifying signal is not available. In the cases where an identifying signal is not available there is a need to still provide personalized advertising, measure conversions, solve for fraud, among other important use cases.

ID-Less Solutions Guidance provides a comprehensive review on how ID Solutions and ID-Less Solutions compare. It focuses on providing a concrete definition of what exactly an ID-Less Solution is and what it is not. Additionally, it provides a review of many common use cases – including measurement, fraud, frequency capping, etc – and how they can be solved using ID-Less Solution.

Areas of focus include:

• What is the scale of environments where identifiers are not available
• Using Shared Storage for frequency capping, creative selection, and more
• Using Private Aggregation API for measurement, reach estimation, and more
• Using Topics, Seller Defined Audiences, Interest Groups, Cohorts within programmatic advertising
• And more.

ID-Less Solutions Guidance is meant to complement TechLab’s ID-Solutions Guidance. Both were developed by companies utilizing state of the art solutions and collaboration within the Addressability & Privacy Enhancing Technologies (PETs) Working Group. 

This is part of a series of guidances and specifications being developed by IAB Tech Lab to provide the industry with definitive solutions to better addressability in digital advertising.