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Leading browsers have made public announcements and technical deployments to reduce the digital advertising accessibility of third-party cookies for data collection, storage, and sharing. As a result, there has been growing momentum to find an alternative via cookieless IDs, with the intent to create a replacement that helps ensure continuity across the ecosystem.

At Tapad we’ve chosen to approach the market with a solution that provides agnostic interoperability for these cookieless identifiers, so that marketers can continue to work with the digital identity providers of their choice while maintaining the most holistic view of consumers across digital touchpoints.

INTRODUCING SWITCHBOARD

Switchboard is a module within The Tapad Graph that leverages our core capabilities across machine learning and digital identity management to provide a connection between traditional digital identifiers and the new wave of cookieless IDs that will be utilized in the future. Customers of Tapad can take advantage of its broad ecosystem of identifiers to drive targeting and frequency capping strategies and enable detailed measurement and attribution post-deprecation of the third-party cookie. Our goal is to accelerate the adoption, scale, and utility of cookieless IDs with the release of the Switchboard module within The Tapad Graph, while maintaining an agnostic approach to the market.

SWITCHBOARD FOR IDENTITY

In the evolving landscape agencies and marketers will need to invest, test, and analyze the best combination of cookieless ID partners to meet their objectives. The Switchboard module will increase the utility and value of the cookieless ID space in conjunction with other addressable IDs, by providing a layer of connectivity that will be natively missing with the deprecation of third-party cookies.

SWITCHBOARD FOR GRAPH CUSTOMERS

For existing Tapad customers who leverage the Switchboard module in The Tapad Graph, it will provide a seamless way to facilitate interoperability while resolving identity back to a Household Digital ID or Individual ID. By providing this translation layer, Tapad will take on the responsibility of encryption and decryption protocols where applicable, which will deliver added functionality to our customers.