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On the future of third-party cookies: BVDW drives market intelligence on alternative technical approaches to targeted advertising and creates the first definition of “Advertising Identity”

The below article, in German, outlines the efforts of the BVDW on providing the first industry definition of an “advertising identity” and provides access to their latest white paper on the topic.

Article originally published here.

Against the backdrop of technical and regulatory restrictions * in the use of so-called third-party cookies, the Federal Association of Digital Economy (BVDW) eV has published a basic paper on alternative approaches to the delivery of targeted advertising. Among other things, the paper contains the first definition of “Advertising Identity”, which continues to guarantee compliance with data protection regulations and pseudonymisation of users. After all, a successful digital economy requires solutions and standards that can be exploited over a wide area in order to play out advertising to the appropriate target groups in the future, while at the same time processing pseudonymised, but also personally identifiable or personal data.

“At the moment, we are experiencing a very heterogeneous level of knowledge on the subject of ‘Advertising Identity’ on the market,” says Eric Hall (HO / DS – Hall of Digital Strategies), Lableiter Identity at BVDW. “As an association, we have therefore taken on the task of explaining Identity in the context of Advertising in more detail and actively developing the market.” Alwin Viereck(United Internet Media), Deputy Lableiter Identity in the BVDW: “On the other hand, we want terms such as Identity, Identifier, ID Graph or Anonymization vs. To correctly delineate pseudonymization around the topic of using identity in the context of targeted programmatic advertising. So far too often there are both technical and legal misunderstandings and thus misinterpretations in dealing with the ‘Advertising Identity’. ”

Definition of “Advertising Identity”

The definition in the wording: “The ‘Advertising Identity’ should allow the recognition of a pseudonymised profile for the purpose of efficient advertising control in the form of personalization, localization, verification, performance measurement and contact and reach-optimized budget allocation of advertising materials. With “Advertising Identity”, the BVDW means the purely technical, pseudonymized identity of the user in the form of the entirety (graph) of the identifiers (ID) and thus the combination of the ID forms used in the various devices. The ‘Advertising Identity’ still does not explicitly have the purpose of identifying natural persons. ”

Firefox blocks DigiTrust universal ID from the IAB Tech Lab

However, the topic of identity is already overshadowed by current market developments. For example, from the news ** that Firefox intends to block the DigiTrust Universal ID of the IAB Tech Lab or to allow it in only a few cases. BVDW vice-president Thomas Duhr (IP Germany): “Browser manufacturers are increasingly inclined to use their special technological role as a de facto regulator. This can certainly be seen as an abuse of market power, at least the legitimacy is questionable, since hardly more than four to five companies dominate the global market. At this point, sensitivity and openness for the entire digital economy is in demand in the interest of all market participants. Politicians may be called upon to do this. ”

The definition of “Advertising Identity” and the results of a study on the understanding of the BVDW members on “Advertising Identity” can be found in the new whitepaper “Identity” here .

New specialist articles on the topic of identity are also available here in the “Expert Talk” on .

* See for example:

** Firefox blocks IAB’s DigiTrust universal ID:

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