Are Universal IDs the right Solution for you?

And what are they in the first place?

The announcement to phase out third-party cookies isn’t news anymore.

For most publishers and advertisers who have been engaging with third-party cookies for better results in their targeted advertising, a replacement needs to be considered. One such replacement that has been making waves in the industry is the Universal ID.

The Universal or Shared ID is a shared identity that helps identify users across the supply chain and devices without cookie syncing, a process that enables all stakeholders of ad transactions to gain an understanding of the targeted audience.

The big issue with cookie syncing is that the presence of numerous partners can result in the loss of user data, make digital platforms sluggish, harm user experience, and reduce targeting and revenue generation capabilities.

The involvement of ad tech companies like The Trade Desk, LiveRamp, and consortiums like IAB and Prebid in Universal ID (each in their respective part of the equation) makes it a solution that needs to be looked at quite seriously.

According to IAB, “By building unified profiles around each customer’s unique digital ID, brands could develop a holistic understanding of every individual’s needs. They could then deliver unique messages to each customer at the optimum time, heralding an era of greater personalization across multiple channels.”

Sounds promising!

But how will Universal IDs help publishers?

· The adoption of Universal ID can help display relevant ads to consumers across all digital assets without the need to re-sync data.

· They help create seamless experiences, whether a user accesses a platform on a desktop, a mobile device, or a tablet. The Universal ID stays the same across devices.

· They offer almost 100% user match rates, so there is no need to worry about user duplication. Higher match rates also mean that advertisers will pay more for the same inventory.

· They will make assets much more responsive. As we mentioned earlier, numerous partners in the supply chain can make data syncing a slow process.

· Consumers are aware (and pretty open) of viewing ads on relevant products and services. A publisher can improve the overall user experience by using a Universal ID and serving relevant ads.


The digital world constantly progresses and requires innovative ideas to enable businesses to work while navigating privacy and tech requirements. As third-party cookies make their way out, a new avenue of user identity solutions has been created, and for the time being, it seems like Universal IDs are a pretty good alternative!

Vidazoo is already integrated with a few significant partners across the supply chain. If you have more questions about using Universal IDs or how to go about utilizing them to your advantage, feel free to reach out to us!