With the deterioration of legacy third party identifiers such as cookies and mobile device IDs, Universal IDs are one of several solutions that the industry has developed to fill in the gaps and enable identity-based marketing use cases despite the loss of signal.
With that in mind, the goals of this video are to help viewers understand how Universal ID systems work, the use cases they enable, strengths and weaknesses, and other key concepts to help build and reinforce understanding. This includes the following:
- What Universal IDs (UIDs) are
- Why they exist
- UID “systems” and what they do
- How UID systems collect/ingest data
- How UIDs are generated
- How UIDs are deployed to enable use cases
- Notable UID providers and areas of differentiation
- Watchouts and limitations
Specific sections can be accessed using the chapter markings in the YouTube player. The presented slides can be downloaded here.
