Observed Signal · Apr 4, 2025 · Industry Overview · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Digital Identity Shift: From Cookies to Identities
The article analyzes four approaches to user identification in digital advertising: Third-Party Cookies, Advertising Identifiers in Apps, Alternative Identifiers, and Digital Identities. It discusses cookieless advertising, privacy governance, and the impact on reach, data quality, and measurement. Third-Party Cookies are described as the former cornerstone of cross-site tracking, with Safari and Firefox moving earlier to block them while Chrome/Google's stance remains nuanced. In mobile apps, device-level IDs GAID and IDFA are central, with Apple’s iOS 14.5 opt-in adding heightened user control and regulatory scrutiny. The piece covers deterministic IDs (linking to authenticated data) and probabilistic IDs (signals-based profiling), citing European Unified ID 2.0 from The Trade Desk as an exemplar. It also highlights hybrid solutions from ID5 and the 1:1 user relation approach of Utiq. Finally, it contrasts Self-Verified Digital Identities (login-based like Google/Facebook) with Verified Digital Identities (official verification via eID, PostIdent, IDnow), underscoring the need for standardized, interoperable systems.
Comprehensive industry overview of identity solutions impacting AdTech/MarTech; highlights shift from third-party cookies and emergence of unified IDs
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Key Takeaways & Evidence Grounding
- The article identifies four approaches to user identification: Third-Party Cookies, Advertising Identifiers in Apps, Alternative Identifiers, and Digital Identities.
- Third-Party Cookies are depicted as the long-standing foundation for cross-site tracking, with Safari and Firefox acting earlier than Chrome to block them.
- GAID (Google Advertising ID) and IDFA (Identifier for Advertisers) are device-level identifiers used in mobile apps, with Apple introducing a mandatory opt-in with iOS 14.5.
- Deterministic IDs tie users to authenticated data (e.g., emails, phone numbers, logins) while Probabilistic IDs use signals like IP addresses and device traits; UID 2.0 of The Trade Desk is cited as an example of deterministic/ID-based approach.
- The article cites hybrid solutions from ID5 and Utiq, including a 1:1 user relationship without login through telco partnerships, and contrasts Self-Verified Digital Identities (Google/Facebook logins) with Verified Digital Identities (eID, PostIdent, IDnow).
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Ad Industry Embraces Alternative IDs Post-Cookie Era
Despite Chrome's cookie phase-out, the digital advertising industry is increasingly relying on alternative identity solutions to connect data across a fragmented ecosystem. ID5's fifth State of Digital Identity Report, based on a June–July 2025 survey of more than 250 industry participants across EMEA, the US, Asia and Latin America, shows a global shift toward identity-driven approaches. It finds that 91% already use or plan to test cookie alternatives. For non-addressable traffic, the leading methods are alternative ID solutions (67%), private marketplaces with first-party data (57%), data clean rooms (51%), and cross-publisher IDs like Shared IDs (50%). Cross-channel identity graphs are used or planned by 84%, with 90% reporting positive results. The report highlights ID bridging, with more than half of publishers partnering on it, 21% planning to implement, and about 55% viewing results positively; privacy and consent management remain key considerations, especially for CTV.
TSMC Q3 Revenue Up 51% to Record, Stock Falls
TSMC reported a 51% increase in third-quarter revenue to 1.49 trillion Taiwan dollars (EUR 41.7 billion), surpassing expectations. The semiconductor giant, a key supplier to Apple and Nvidia, continues to benefit from the AI boom and strong chip demand. However, the stock declined despite the record results. The company plans to invest EUR 52-56 billion in expanding its manufacturing facilities this year, including a joint venture with Sony for image sensors. TSMC's market capitalization is approximately USD 2.45 trillion, making it the most valuable company outside the US. The company's growth is also boosting Taiwan's economy, with exports rising over 70% in August and GDP expected to grow 11% in 2026.
Musician sentenced for AI streaming fraud
A 54-year-old musician in the US has been sentenced to 18 months in prison for orchestrating a large-scale streaming fraud scheme. Using up to 10,000 bots, thousands of fake accounts, and thousands of AI-generated songs, he manipulated streaming platforms such as Apple Music, Amazon Music, and YouTube between 2017 and 2024. The fraudulent streams generated millions in royalty payments. At one point, his songs achieved 80.9 million streams in April, far surpassing Taylor Swift's 9.3 million. The court also ordered him to repay over $8 million. His defense argued that no musicians were directly harmed, but prosecutors countered that real artists and fans were deprived of royalties.
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