Introduction
Background
Data ecosystems have long used third-party cookies and identifiers to connect, network, and enable data science, machine learning, and artificial intelligence (AI). Consumer concerns about privacy drove new and heightened regulatory pressures for data protection and privacy, and to provide consumers more control over the personal information that businesses collect. Major technology platforms responded to these consumer concerns and regulatory pressures by deprecating or planning to deprecate those third-party cookies and identifiers, threatening established data assets and leaving brands less and less capable of reaching and addressing their 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. The Adara privacy solutions are forward looking and lean into the spirit of privacy regulations, rather than try to find workarounds to this new and evolving privacy-centric landscape.
See the ADARA Blog Series – Data Privacy: Everything you need to know for more information on cookies and major platform changes in their use. |
Why Use the Privacy Token Server SDK?
With the world driving relentlessly towards data privacy, many businesses are evaluating how to maintain the value in their digital assets in a world without third-party cookies. ADARA has been handling data with strict and robust governance policies since 2010. We work with hundreds of data partners and have built processes, tools, and policies to keep their data secure and managed to their specific requirements.
Along the way, ADARA evolved and developed the ADARA Consortiums and the underlying ADARA Data Rights Management (DRM) data management system. When major platforms deprecated third-party cookies and identifiers, ADARA conceived the ADARA Privacy Token, ADARA Privacy Token SDK, and ADARA Privacy Token Server SDK to provide a privacy-first, secure, and durable solution to retain value in existing digital assets and allow brands to keep reaching and addressing their customers.
| Term | Definition |
|---|---|
| ADARA Consortiums | ADARA Consortiums are a means of amassing streams of data on a privacy-first basis. ADARA Consortiums allow you to collect data and link it to your partners as well as ADARA’s own billion-plus linked identities without having to worry about data privacy or the loss of third-party cookies. The ADARA Privacy Token framework facilitates this solution and the ADARA Privacy Token Server SDK technology powers it. |
| ADARA Privacy Token Server SDK | The ADARA Privacy Token Server SDK is the end-to-end framework for collecting and processing data securely without third-party cookies, while at the same time allowing matching and linkage to ADARA’s identities. The ADARA Privacy Token Server SDK tokenizes data prior to transport to secure it both in transit and upon arrival. |
| ADARA Privacy Tokens | ADARA Privacy Tokens are unique, irreversibly hashed and obfuscated values used to represent more sensitive values, such as Personal Identifying Information (PII). Privacy Tokens are durable and platform-agnostic and have no meaning without context, much like asymmetrically encrypted text has no meaning without keys for context. Using the open source ADARA Privacy Token Server SDK creates privacy tokens that follow a set of simple standards; this allows secure and private data-sharing between ADARA and Data Partners, or even between outside collaborators without involving ADARA. |
| ADARA Data Rights Management | ADARA Data Rights Management (DRM) is the foundational system governing your data to comply with the ADARA Privacy Promise. ADARA DRM insures that data usage will be fully permissioned and privacy compliant. |
Why Open Source?
ADARA created the Privacy Token Server SDK to meet our business requirement of storing and sharing information securely in a privacy-first manner. We saw the larger need for others to likewise store and share information in a privacy-first manner, and published the Privacy Token Server SDK as an open source project to build adoption, increase collaboration, drive security standards, and enhance transparency. As an open source project, ADARA openly shares the source code and anyone can inspect, study, use, distribute, share, and modify the project in compliance with the Open Source License.
ADARA intends to continue to develop the Privacy Token Server SDK to:
- meet the current letter of the law for data protection and privacy, as well as provide consumers more control over the personal information that businesses collect about them
- maintain compliance to the spirit of the laws and the shared values and norms of the members of the privacy community who will be served by this open source project
- conserve compliance with regulations as they change and develop
- solve business problems while meeting privacy needs
For more about ADARA's privacy and data policies see the ADARA Privacy Promise.. That page also shares more information on General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA): |
Why ADARA?
The ADARA Privacy Token Server SDK provides an end-to-end framework for collecting and processing data securely without third-party cookies, while at the same time allowing matching and linkage to consortium identities. You can generate and manage ADARA Privacy Tokens to provide a secure, private, durable, and agnostic mechanism for identity recognition across consortiums and data platforms. This will help address your use cases such as:
- Access ADARA's globally-scaled identity network to increase reach and addressability on the ADARA Cortex platform to meet your marketing and advertising goals
- Leverage harmonized digital identities through ADARA's identity solutions to address your Identity Verification (IDV) and fraud detection use cases
- Share your data with public consortiums where you can monetize your data while controlling how your data is used
- Share your data with 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
Use ADARA's DRM service to control how, where, and with whom your data is shared and applied. Using this service, ADARA will manage your data in compliance with the ADARA Privacy Promise, so data usage will be fully permissioned and privacy compliant.