- Cookie blockers are increasingly used by users and complicate the plans of digital marketing agencies.
- There is a new system that is applied at the operator level that is giving very good results.
- It’s called TrustPid: how does it work?
The tracking of user data to offer them advertising has a problem: cookie blockers, which are increasingly used by users.
However, digital marketers should not despair: the market is developing new identification systems that can change the world of online advertising again.
One of these developments is a “super cookie” that can identify customers by bypassing barriers and sell the information to brands.
Vodafone, for example, is already using it in Spain and Deutsche Telekom is in negotiations to apply it in Germany.
The system, of course, is drawing resistance from activists defending users’ privacy rights.
What is TrustPid?
The novelty of the system applied by Vodafone, called TrustPidis that this super cookie it applies at the service provider (ISP) level.
This prevents it from being blocked by browsers.
It also cannot be prevented by installing an adblock or with IP address masking.
How does it work? Operators are responsible for assigning a fixed IP to each of their customers and associate that activity with users.
With this information, they create personal profiles that help brands generate segmented advertising, but without disclosing, in theory, details that allow users to be identified.
It is not the first attempt to bypass cookie blockers. Brands and agencies have long been in search of this goal.
Also the technological ones. Google, for example, raised its own system that works for Chrome and Apple blocks tracking.
The entire digital advertising industry is embarking on the same path.
From TrustPid they say something that seems logical: “Users love to have free Internet, but this has as a counterpart that publishers can develop sustainable income models. For that, they either carry out subscription models or rely on advertising to support free access to quality content.
According to Vodafone, TrustPid works with a kind of “unique and secure digital token” that is generated by assigning a random number to each user, which reduces the possibility of being able to identify people.
At the same time, it allows advertisers and publishers to personalize the browsing experience.
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