Why did TrustPid come about?
Until now, information about Internet users was collected in so-called third-party cookies stored on websites. However, this identification system will soon be phased out. Google intends to finally put an end to third-party cookies in the third quarter of 2024. And in the future, advertising based on users' personal interests will be implemented using alternative solutions such as Topics, which Google is currently developing as part of its Privacy Sandbox project .
Safari and Firefox, direct rivals of Google's Chrome browser, already block third finland number data party cookies on their domains. Moreover, tracking has become increasingly complicated on mobile devices since Apple launched the App Tracking Transparency system on iOS almost two years ago.
The advertising industry is already preparing for the (absolutely imminent) demise of third-party cookies, and this necessarily means focusing on first-party data , which allows for the implementation of personalized advertising actions on its own websites. In order to use first-party data on external websites, such data must be combined with that of publishers. And this is where provider identifiers such as NetID, LiveRamp and ID5 come into play. In addition to these identifiers, the solution from Vodafone, Telefónica, Orange and Deutsche Telekom could soon be added.
Advertisers and publishers wishing to take part in the system created by the joint venture between Vodafone, Telefónica, Orange and Deutsche Telekom will have to pay to benefit from this solution and will have to provide the four telecos with the IP addresses of users whose consent they have previously obtained. A pseudonymous token will then be generated using each user's mobile phone number, which advertisers and publishers will be able to use to identify returning visitors to their respective websites.