Have you ever heard of the term “Unified ID 2.0”? It is attracting attention as a new advertising identifier that can replace
cookies
.
Cookies have been used for many years to obtain data in web marketing since 1994, but there is a movement to end their use from the perspective of protecting personal information. Unified ID 2.0, which is expected to be used after cookies are removed, is structured in various ways to benefit both users and companies conducting web marketing. system. Here, we will introduce the history of the development of Unified ID 2.0, the benefits of Unified ID 2.0, and the cookies used until now, starting with “What is Unified ID 2.0?”
What is Unified ID 2.0?
Unified ID 2.0 is a new advertising identifier developed by technology company The Trade Desk to replace cookies. An identifier is created by encrypting and hashing the user’s email address. Identifiers are recreated periodically for security reasons. In addition, to maintain neutrality, it is managed by an independent organization called Prebid.org, which was founded by members of programmatic advertising companies.
Cookies, which have been used previously, collect data on a per-browser basis rather than on a per-person basis. For example, if the same user viewed a website using Google Chrome and Safari, they would be identified as different users, and the user could not be identified.
Unlike traditional cookies, Unified ID 2.0 can work across advertising channels. Designed from the user’s perspective, it maintains the value of highly relevant ads across advertising channels, while providing users with greater transparency from a privacy perspective.
Web marketing companies can now traverse advertising channels that were previously impossible, allowing them to manage and analyze advertising operations across streaming TV, browsers, mobile audio, apps, and devices with a single ID. This makes it possible to achieve more accurate marketing. Until now, if you visited the same website from both a computer and a smartphone, you were recognized as a different visitor, but now you can manage and analyze with a single ID, making it easier to conduct web marketing. This makes it possible to obtain highly accurate data.
Why was Unified ID 2.0 developed?
It is said that a major reason why the development of Unified ID 2.0 has progressed is that there was a movement to remove cookies. In particular, Google’s announcement that it will phase out the use of cookies by 2022 can be said to be a major factor. Along with this, the term “cookie-free” has been appearing more and more in recent years.
Cookies, which store information such as website browsing history, have been used as important data when creating advertisements for companies engaged in web marketing such as Internet advertising. However, in recent years, the information obtained from cookies has been used advantageously by companies engaged in web marketing, and this has been viewed as a problem from the perspective of personal information protection.
Benefits of Unified ID 2.0
Benefits of Unified ID 2.0 for users
The user’s email address is encrypted and hashed to create an identifier, which is then periodically regenerated, allowing access to high-quality free content with solid security. Masu.
In order to maintain neutrality, it is managed by an independent organization called Prebid.org, which allows us to provide users with highly relevant advertising and greater transparency from the perspective of protecting personal information.
Benefits of Unified ID 2.0 for web marketing companies
As web marketing companies move away from cookies, they are looking for a system that can provide safer and more relevant advertisements in place of cookies.
Unified ID 2.0 enables functionality across advertising channels, allowing you to manage and analyze your advertising operations across streaming TV, browsers, mobile audio, apps and devices with a single ID. It is said that it is possible to achieve more accurate marketing.
As I mentioned earlier, with conventional cookies, if you visited the same website from a computer and a smartphone, you were recognized as a different visitor, but with Unified ID 2.0, management and analysis can be done with a single ID. This makes it possible to obtain more useful data for web marketing.
What are cookies?
The term “cookie-free” has been appearing more and more in recent years, but here we will explain in detail what cookies are.
Cookies were developed by Netscape in 1994. It is said that the name comes from the fortune cookie.
Cookies are a system that records input content such as the history of visits to specific websites and login information. By using this system, it is also possible to identify the same user when visiting the same site multiple times.
Benefits of cookies for users
When users use a website that requires login, once they enter their ID and password, the cookie system saves their login information, so even if they access the website after a while, You can use it without having to enter your login information again.
Also, on e-commerce sites, the items you put in your shopping cart are also saved using cookies. Even if you leave the site in the middle of shopping, the information in your shopping cart remains the same when you return to the page because the information is retained by the cookie system.
Also, when using the Internet to search for the same keywords, the search results for you and others may be different. This is because, based on the information held by the cookie system, the display is individually customized to bring the information closer to what the user is looking for.
In this way, thanks to the information retained by the cookie system, users are able to use the Internet smoothly.
Benefits of cookies for web marketing companies
With the introduction of cookies, companies conducting web marketing will be able to obtain information such as which pages users have viewed in a single visit and how many times they have visited in the past. Now you can see important data on the top.
Web tracking is a system that allows you to track visitor behavior on the web. Knowing which pages and how long prospective customers spend on the web is a very important element in web marketing.
A feature of cookies is that data is collected per browser, not per person. For example, if the same user views a website using Google Chrome and Safari, the user will be identified as a different user, and the user cannot be identified.
Cookie type
There are two types of cookies.
1. 1st party Cookie
With 1st party cookies, the cookie system is managed by the site that the user is visiting. Since the system can only be managed within that site, it will not be possible to cross sites.
Information that can be obtained by companies engaged in web marketing allows them to check and manage information such as whether the person who visited the website has visited the website before, and if so, which page they stayed on last time. Masu.
2. 3rd party Cookie
Unlike 1st party cookies, the cookie system is managed by an external third party, and the administrator is invisible to users who actually visit the website. However, it is possible to manage sites across multiple sites, and users have the advantage of being able to display information that suits their tastes.
Information that web marketing companies can obtain includes how many pages a user who visited a page viewed in one visit, how many times they have visited in the past, and how many pages a user who visited a page viewed in the past, It is also possible to manage and control the placement of ads, such as specifying the number of times ads are displayed and the order in which ads are displayed.
However, since the cookie system is managed by an external third-party organization, and users who actually visit the website do not know who the administrator is, this is considered problematic from the perspective of protecting personal information. It is said that the information obtained through cookies may be used advantageously by companies engaged in web marketing.
Why did the cookie-free movement occur?
As I mentioned earlier, with the introduction of cookies, companies engaged in web marketing will be able to obtain information such as how many pages a user has viewed in a single visit, and how many times they have visited in the past. , it is now possible to grasp important data for web marketing. However, as cookies have been improved, data that used to be managed only by the websites that users actually visited has changed to a mechanism that allows third-party organizations to obtain data. This is considered problematic from the perspective of personal information protection.
In the EU, regulations enacted in 2018 stipulate that data obtained through cookies is also personal information. User consent is now required to use cookies. When you open a certain website, you may be asked for your consent and a statement stating that cookies are being used. This move is based on these circumstances.
Additionally, with cookies being defined as personal information, there has been a movement in various browsers as well. Safari has already stopped using cookies, and Google has announced that it will phase out the use of cookies by 2022. As a result, we needed another system to replace cookies.
Now that the use of the Internet has advanced, from the perspective of protecting personal information, there is a need for a system that allows private companies to use personal information safely, rather than allowing them to use it without permission.
summary
In recent years, we have been hearing the term “cookie-free” more and more, and Unified ID 2.0 is attracting attention as a new advertising identifier that can replace cookies.
With conventional cookies, the cookie system is managed by an external third party, and users who actually visit the website do not know who the administrator is, which has been seen as a problem from the perspective of protecting personal information. . It has been said that the information obtained through cookies may be used advantageously by companies engaged in web marketing.
In fact, in the EU, regulations enacted in 2018 stipulate that data obtained through cookies is also personal information, and users’ consent is always required to use cookies. “cookie-free” movements have progressed, with Google announcing that it will no longer be able to use cookies, and Google announcing that it will phase out the use of cookies by 2022. Unified ID 2.0 has become widely known as a solution to this concern.
With Unified ID 2.0, an identifier is created after encrypting and hashing the user’s email address, and is re-created periodically, so it is possible to ensure quality with solid security. Gain access to great free content. In addition, since it is managed by an independent organization called Prebid.org to maintain neutrality, it is possible to provide users with highly relevant advertisements and improved transparency from the perspective of protecting personal information. I’m doing it.
In recent years, the Internet has become inseparable from daily life, as the ownership rate of smartphones has increased. By introducing Unified ID 2.0, users can use it with peace of mind from the perspective of personal information protection, and since companies conducting web marketing can obtain accurate information, they can operate appropriate advertisements and it is also beneficial for users. It allows you to get the advertising you need.
It will be interesting to see how the use of Unified ID 2.0 will spread in the future. I hope this article is of some help.