skip to main content

With UID2, the Loss of Third-Party Cookies Won’t Be So Painful

  • Ryan Peters

    Ryan Peters

    Identity Strategist

Created at August 11th, 2021

With UID2, the Loss of Third-Party Cookies Won’t Be So Painful

Acxiom recently announced our participation in Unified ID 2.0 (UID2), an open-source framework that publishers, advertisers, and digital advertising platforms can use to establish identity without third-party cookies. More specifically, Acxiom will be the first closed operator in the initiative, meaning our clients soon will be able to generate UID2 identifiers without an external personally identifiable information (PII) sync while staying connected to an industry-leading framework for cookie replacement.  This is great news for Financial Services brands focused on privacy, risk, security, and audience accuracy. 

Reducing Risk

Creating UID2 identifiers within Acxiom’s Real Identity solution reduces non-essential transit of first-party PII and the associated risks. It also accelerates our ability to safely distribute audiences directly to publishers and adtech partners.  As client data strategies continue to focus on risk mitigation and  growing their first-party data repository, we believe containing PII is critically important, as is having a secure way of connecting with customers.  

Value Exchange Survives

Our team spends a lot of time thinking about the future of the media landscape.  Almost daily there’s confounding (and conflicting!) announcements from major players eager to raise their gardens’ walls.  UID2 by nature is more democratic.  It allows the original value exchange of receiving free content in exchange for allowing relevant advertising to continue.  The cookie was broken, but the equation of people participating with brands and publishers was not.  


Brands thrive when they can connect with their customers safely and accurately on the open internet.  As first-party data collection keeps booming in industries that previously didn’t invest much in it, Financial Services has always been rightfully obsessive about it. Regulatory restrictions — and their associated consequences — mean accuracy is a fundamental component.  Certain proposed identity solutions are opaque, relying on anonymized and aggregated signals to sort audiences into segments without transparency to the brands relying on them.  UID2 offers the ability to reach audiences with clear and definable rules across the open ecosystem.  This interoperability means privacy is no longer a hurdle for reach and plays an important role in helping brands drive personalization and measure results.