ID Technology Addresses Privacy Laws, Upcoming Ban On Third-Party Cookies

ID Technology Addresses Privacy Laws, Upcoming Ban On Third-Party Cookies

by  @lauriesullivan, August 24, 2021

ID Technology Addresses Privacy Laws, Upcoming Ban On Third-Party Cookies |

T-Mobile, Facebook and other companies and government agencies have experienced data breaches this year, making privacy a growing concern for web users and brands that are continually looking for a fix.

The challenge has pushed Google, Microsoft and Apple to implement their own solutions, but there are many more in the works.

On Tuesday, Fanplayr announced an anonymized user identification solution that the company calls PrivacyID — a separate service from the company. The technology does not track users across sites or gather and identify IP addresses.

“The single most important service of this technology is to identify users and ensure all services on the site identify the user as the same,” said Fanplayr co-founder and CTO Rajiv Sunkara.

He said the product is compliant with global privacy regulations and integrates directly into websites to help organizations identify their site visitors with an anonymous key that works like a proxy to Fanplayr’s services, so no one sees a request from the browser.

“You can track actions on the page, and segment and respond to them in real-time,” Sunkara said. “There are multiple ways of responding, such as site-targeting through messages, coupons, and more.”

Messages might include SMS or email.

The product offers ecommerce sites a dashboard to manage user identifier access to third-party services, consent management and the right-to-be-forgotten requests. The sites can personalize onsite user experiences and marketing to increase conversions and revenue. 

Data breaches cost companies surveyed by IBM Security an average of $4.24 million per incident — the highest cost in the 17-year history, according to the report. The data is based on more than 500 organizations.

Breaches cost them more than $1 million more on average when survey participants cited remote work as a factor, compared to those in this group without this factor — $4.96 million versus $3.89 million, per IBM.

Fanplayr’s technology behind PrivacyID allows for seamless use of the anonymized information, giving providers of third-party services access to the data while keeping it protected and anonymous, Sunkara said.

“We can identify a user in the browser and provide them with a user ID,” he said. 

Data is collected continuously any time a user interacts with a customer’s website or any of their third-party services such as SMS and email providers. The data, first party, does not identify users by the typical information such as name, address and phone number. Consumers are given a “user key.” The data history is tied together and used in real time to target messages.

Fanplayr has been granted provisional patent protection on the technology behind PrivacyID, and will test the system with a select group of customers in 2021. Search & Performance Marketing Daily