The Data Download: Who controls your digital identity's future?
Sent by Joshua Katris | March 31, 2024
The Good
With companies like Adobe and Salesforce partnering with Unified iD, we are beginning to see tools and innovations that help protect our authenticated digital identities.
The Bad
These same identity innovations introduce large-scale authenticated tracking systems, aiming to replace third-party cookie (3PC) tracking with centralized trackers, such as Adobe’s Experience Platform. This shift promises better encryption but doesn’t address who controls the tracking.
The Ugly
Moving away from third-party cookies will challenge both advertisers and consumers. The rise of new privacy solutions means more technologies to navigate, leading to confusion that primarily affects consumers.
Something to think about
As privacy becomes more important, our choices become more complex. Corporations will almost always be at the forefront of innovation, so the question becomes who do we trust to innovate for us?
Which companies do you trust with your personal information?
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