Companies like Google, Apple, and Mozilla have leveraged a third-party cookie to boost cookie blocking on a computer and mobile browsers.

FREMONT, CA: Travel brands have to evaluate new methodologies for personalization and consumer insights due to the expected announcements that can diminish cookie volume and persistence even further. Identity is the key to a one-of-a-kind collection of ideas that are unique to a person or a customer. It connects the comprehensive online and offline data sets and signals about the consumers, while also respecting personal privacy and data compliance requirements. Identity can enable brands to generate the message together throughout mobile, digital, and in-store without accessing personally identifiable data to offer smooth research and purchase experience for the travelers.

Identity Designed for Sharing

The identity data should be managed transparently so that the businesses can monitor and control who can and who cannot use their identity data. Brands can function according to their identity strategy, as well as adjust their approach while including more partners like brands that they share data with, or the vendors whom they work with to advertise to consumers.

The identity market in order to thrive in the industry has to secure data in transit and at rest. Standardized meta-data associated with identity data sources, identity data restrictions, and identity data usage approvals will also be helpful for the brands and other parties to adopt an identity and share it with minimum risk.

The Need for Privacy

Formulating an advertising plan around identity is undoubtedly better than third party cookies. Tech giants and privacy laws both are squeezing the third-party cookies, and identity does not have any vocal detractors currently. Furthermore, identity data is still subject to data collection, rights management, and data privacy laws, and brands must design their strategy or risk more substantial scrutiny.

To build a compliant identity practice, approval, or transparency from both brands and travelers on the collection and usage of identity data is vital. Identity is built on persistent data, which means that accuracy will increase drastically. For the brands that require better campaign performance and relevant personalization, but it is also essential to keep in mind that high efficiency also has the potential to tune consumers into the fact that they are being targeted.