Persistent ID: Tomorrow’s cookie

It’s time to wave goodbye to cookies and say hello to persistent IDs. As consumers are now using mobile devices more than ever before, this has led to a need for more personalised advertising. The only way for companies to create more personalised ads for consumers, is by analysing their online behaviour in even more depth. Marketers must now use Google’s identifier system, not cookies for the increasing wealth of data they require to target their consumer as they move from devices.

What exactly is a persistent ID?

Whereas cookies only work effectively on desktops, persistent ID is an identifier that can track a person across multiple devices, whether they log into a desktop, mobile phone, tablet or an in-app. The ID is gathered from long-ins using determinist data; a consumer’s privacy is protected while the data is optimised. The persistent ID can then recognise them across all their devices, when they are logged into any account. This allows marketers to base their targeting off multiple browsing platforms.

What are the benefits of a persistent ID?

One of the major benefits of a persistent ID is the fact that is uses deterministic data, which takes direct, accurate detailed information from an individual. This is unlike probabilistic data tracking, which is largely based on estimation, gathering information like browser settings and IP addresses to determine consumer habits. The accuracy that persistent ID provides is one of the biggest advantages for marketers.

Also, persistent ID allows for a better user experience as it prevents ad duplication. It provides a smoother, more streamlined experience where consumers won’t be pushed away by seeing the same ads. The use of a persistent ID will help brands retarget more effectively.

Are there any pitfalls?

The biggest challenge the marketing industry face with the persistent ID, is that there is no standardisation for its use. The cookie is universally accepted, widely recognised and understood. Although the concept of a persistent ID isn’t new, marketers may seek to use it in different ways which could create problems, in terms of how tech vendors quantify and manage it.

As technology continues to grow, the cross-device journey has become more difficult to track. That’s why the persistent ID is on the rise and in time, we can expect it to replace the cookie, ensuring a future where marketers can measure consumer behaviour with high levels of precision, flexibility and responsiveness.

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