Publisher and agency executives scrutinize email-based universal IDs
The slowing momentum around cookie-replacement plans has created an opportunity for publisher and agency executives to reevaluate email-based universal identifiers as the third-party cookie’s heir and to consider why they may not be the ideal option.
Email-based universal IDs improve upon the third-party cookie by providing a more definitive foundation for identifying people online. However, email-based universal IDs have some Achilles’ heels, according to publisher and agency executives. The downsides of email-based universal IDs are that the email address may not be as reliable a foundation for identity as it may seem and that the email address may be too invasive a signal for identity to meet privacy regulators’ approval.