Google has announced another update to its privacy-centric plans, further cementing the end of cookies and identity-based data. The proposed IP Protection feature will have significant implications for those still dependent on traditional identity and cookie-based targeting in digital advertising. Inuvo’s AI-powered solution, IntentKey, focuses on the why behind conversions versus who users are. IntentKey finds patterns & connections to uncover insights and trends to buy media more effectively in a privacy-focused way.
Inuvo’s identityless offering is perfectly positioned to withstand the evolving landscape as major players like Google adapt to a privacy-focused future.
What Is It?
Why It Matters
How Inuvo Wins
IP Address Masking
By routing third-party traffic from specific domains through proxies, users’ IP addresses will be hidden from those domains. This limits the ability for ad tech companies to use IP addresses for cross-site tracking and persistent profiling of users.
Since it is cookie-free, IntentKey would not be directly impacted by IP address masking. It could still build audience models based on understanding content consumption across the open web.
Identity graphs and persistent identifiers
Since IP addresses allow covert tracking across websites, masking them inhibits the creation of durable user profiles based on browsing behavior across sites. This impacts the effectiveness of traditional identity graphs built using IP and other persistent identifiers.
Leveraging AI and natural language processing, IntentKey can detect audience intent signals from content consumption patterns. This goes beyond simplistic demographic or historical targeting.
Cookies tied to IP addresses
Cookies are tied to IP addresses, so masking IP addresses essentially anonymizes cookies as well. This restricts advertisers’ ability to leverage cookies for targeting, attribution and frequency capping.
With IP addresses masked, advertisers will need smarter on-site targeting and optimization. IntentKey’s AI-powered solution of matching media spots to audience interests is the future.
Proxy system and access tokens
The proxy system and access tokens work together to restrict the amount of personal information that individual websites can see. Ad tech companies won’t have as much detailed information to create accurate user profiles.
Cookies become less reliable due to IP address masking. IntentKey’s cookieless solution improves campaign performance by 2-4x compared to cookie-based targeting.
Fingerprinting and household modeling
With IP addresses no longer persisting across sites, advertisers lose the ability to stitch together user journeys across sites and channels. This degrades targeting and attribution based on historical cross-site behavior.
Being identifier-agnostic, IntentKey can move freely between any type of ID-based user and ID-free user.
What Is It?
IP Address Masking
Why It Matters
By routing third-party traffic from specific domains through proxies, users’ IP addresses will be hidden from those domains. This limits the ability for ad tech companies to use IP addresses for cross-site tracking and persistent profiling of users.
How Inuvo Wins
Since it is cookie-free, IntentKey would not be directly impacted by IP address masking. It could still build audience models based on understanding content consumption across the open web.
What Is It?
Identity graphs and persistent identifiers
Why It Matters
Since IP addresses allow covert tracking across websites, masking them inhibits the creation of durable user profiles based on browsing behavior across sites. This impacts the effectiveness of traditional identity graphs built using IP and other persistent identifiers.
How Inuvo Wins
Leveraging AI and natural language processing, IntentKey can detect audience intent signals from content consumption patterns. This goes beyond simplistic demographic or historical targeting.
What Is It?
Cookies tied to IP addresses
Why It Matters
Cookies are tied to IP addresses, so masking IP addresses essentially anonymizes cookies as well. This restricts advertisers’ ability to leverage cookies for targeting, attribution and frequency capping.
How Inuvo Wins
With IP addresses masked, advertisers will need smarter on-site targeting and optimization. IntentKey’s AI-powered solution of matching media spots to audience interests is the future.
What Is It?
Proxy system and access tokens
Why It Matters
The proxy system and access tokens work together to restrict the amount of personal information that individual websites can see. Ad tech companies won’t have as much detailed information to create accurate user profiles.
How Inuvo Wins
Cookies become less reliable due to IP address masking. IntentKey’s cookieless solution improves campaign performance by 2-4x compared to cookie-based targeting.
What Is It?
Fingerprinting and household modeling
Why It Matters
With IP addresses no longer persisting across sites, advertisers lose the ability to stitch together user journeys across sites and channels. This degrades targeting and attribution based on historical cross-site behavior.
How Inuvo Wins
Being identifier-agnostic, IntentKey can move freely between any type of ID-based user and ID-free user.
Google’s latest privacy feature not only anonymizes IP addresses but also restricts the availability of personally identifiable information to third parties. As a result, it directly hinders the effectiveness of conventional methods like identity, cookie, and IP-based targeting, profiling, and measurement prevalent in digital advertising today.
By focusing on AI-powered insights rather than individual identity to drive performance, IntentKey is safeguarded from the continually changing privacy regulations from major companies like Google and Apple – and even state-regulated privacy laws – with an ethical, consumer-friendly approach to fuel advertising campaigns.
Advertisers must adapt and transition towards AI-driven, concept-based targeting and attribution techniques like IntentKey to maintain their competitiveness and optimize their advertising budgets.
