1. Introduction
The data ecosystems that enabled this age of data science, machine learning, and AI have long depended on third-party cookies and identifiers as linchpins to collaborating with other data ecosystems. Driven by consumer concerns about privacy and resulting regulatory pressures, ongoing technology changes by the major platforms will render third-party identifiers less and less capable of reaching and addressing a brand’s customers. This situation presents an opportunity to provide a privacy-first, secure, and durable solution that enforces borders for your digital assets and leverages those assets across your platforms of choice.
1.1. Privacy Token SDK
The ADARA Privacy Token SDK provides different options to onboard data on to the ADARA consortium to enable your use cases with ADARA.
ADARA's Privacy Token SDK contains the Web SDK 2.0 and the Data API 2.0
The initial release of the ADARA Privacy Token SDK consists of:
- Web SDK 1.0 - ADARA's preferred method for onboarding online identities and webpage event data; this is a client-to-server implementation
- Data API 2.0 - a secure REST API that can be implemented as an alternative to or in conjunction with the Privacy Token SDK integration; this is a server-to-server implementation
Our Technical Services will partner with your team to recommend the best options and help with the onboarding.
1.2. Why ADARA?
The ADARA Privacy Token SDK enables you to onboard your data using privacy-safe, secure methods while allowing you to leverage ADARA data and identity solutions to address your use cases. You will have control of how and where your data is allowed to be used through our DRM 2.0 service. Using the DRM service, we will manage your data to comply with the ADARA Privacy Promise, so data usage will be fully permissioned and privacy compliant.
Use the SDK to securely onboard your identities, behavioral data, and transaction data into our Identity Network and Cortex platform.
- Access our globally-scaled identity network to increase reach and addressability on our Cortex platform for your marketing and advertising goals
- Leverage harmonized digital identities through our identity solutions to address your IDV and fraud detection use cases
- Onboard your data onto public consortiums where you can monetize your data while controlling how your data is used
- Onboard your data onto private data consortiums to control how your data is shared and collaborate with other groups within your corporate organization, partner organizations, or even your customers
- Generate and manage ADARA Privacy Tokens which provide a secure, private, durable, and agnostic mechanism for identity recognition across consortiums and data platforms
1.3. Why Now?
Technology changes will quickly continue to make third-party cookies less valuable and ultimately not viable. The ability to connect data and identities through third-party cookies is increasingly being restricted by browser settings and widgets. In the next wave of changes, we will arrive at a cliff where the third-party cookie pools upon which we have depended will no longer be of use and therefore have no value. It is critical to adopt solutions that will help protect the value of your data before this pending cliff.
The ADARA Privacy Token SDK 2.0 will create first-party objects to remove the dependency of third-party cookies. However, this is not the full solution to the puzzle. Onboarding data using the ADARA Privacy Token SDK will connect your data to our globally scaled identity graph through our identity service. In concert with our world-class data science, the SDK and the identity service will address the gap in data matching and linking that third-party cookies will cease to offer. Additionally, our privacy-first solutions offer much greater privacy and security than solutions using third-party cookies.
For our existing ADARA data partners, we recommend the immediate migration from our legacy third-party pixel to our Privacy Token SDK 2.0. This will allow us to grow your first-party footprint to protect your digital asset and its revenue opportunities before we arrive at the cookie cliff, when your cookie pool ceases to provide value. For those that have implemented our third-party pixel in a tag management system, this will be a very straightforward exercise.