She welcomes him by name and asks if he liked the assorted shirts that he had previously purchased.
This is essentially what a Universal ID would do for the digital advertising world.
Marketers would receive nearly as good of intel on each consumer as Google and Facebook have.
In turn, this would allow them to deliver the best ads to the right consumer.
Walled Gardens
Basically, walled gardens are sites that you have to log into.
They link all your information to the email address or phone number used for login.
Amazon, Google, Facebook, and Apple are all excellent examples of a walled garden.
The site only collects and relays partial information is to marketing and advertising firms.
Theyre in the form of cookies or equipment IDs through third-partys.
The data does not include personal information, so they need to match and sync cookies across multiple providers.
Then, the company can form a reasonably accurate profile for a consumer.
Having to sync the data adds extra code to websites, making for longer load times.
There is also the possibility that the wrong cookies will match.
The consumer would see a non-optimized advert.
Universal IDs will seek to level the playing field between walled gardens and everyone else.
The goal is two drastically lower the number of IDs that need to be synced for the consumer.
Remember, currently there are thousands or millions that need to be synced.
Universal digital IDs would lower that number to five or fewer.
Digital advertisers will receive a much more complete and accurate picture of the consumer.
The more detailed a consumer profile can be, the more specific a market segment can be.
Overall, this will provide for better and more efficient user experience from start to finish.
The biggest of them are IAB Tech Lab, The Trade Desks and the Advertising ID Consortium.
Each of these has its own version of a Universal ID created with the hopes of eventual widespread use.
