The document discusses the challenges of cookie-based tracking in advertising, highlighting the high rate of cookie deletion and blocking. It presents a solution through Flashtalking's Ftrack, which uses non-PII signals to create a probabilistic ID for devices, maintaining accuracy even when cookies are blocked. Additionally, it emphasizes the importance of data unification at the event level to improve media performance insights.

1. Cookieless Tracking and Data Unification
Dom Satur
VP Sales Engineering

2. What's the Problem?

3. Reject.Block.Delete

4. To date, ad-tech platforms have relied
heavily on cookies to remember user
attributes.
0%
Of ad servers can set
a browser cookie in
an app.
50%
Of all cookies are
deleted every 48
hours
30%Of cookie enabled
devices block or delete
cookies
This is great, EXCEPT …

5. >< 5
Cookie Blocking and Deletion
fTrack by Flashtalking
Time Frame: Total Cookies: Total fTrack Ids:
Number of Ftrack IDs
with more that one
cookie ID associated:
Total number of cookies
belonging to users with a
single fTrack ID but
multiple cookies:
% of cookie
blockers and
deleters:
% of cookies
blocked or
deleted:
2 Days 7,033,870 5,040,440 695,085 2,688,452
at least…16%
38%
4 Days 12,139,882 8,037,032 1,314,692 5,417,542 at least…20% 45%
8 Days 21,162,314 13,145,614 2,458,850 10,475,550 at least…23% 50%
Dom and Steve 4 2 1 3 50% 75%

6. What's the solution?

7. >< 7
Device Recognition: Creating a unique ID
Sample Non PII
Signals:
> hashed IP
> browser and OS
settings
> timezone, geo
> screen size,
clock, pixel
ratio
> Installed
plugins
> CPU speed
> Canvas data
How we do it:
We create unique signature based on
50+ non PII signals
1. Tag fires on device when:
• An add loaded on a page or in an app
environment.
• Or a spotlight loaded on a page or in an app
Environment
2. Unique data signature generated from signals and
validated by the fTrack brain.
3. Associated ID is then made available in the Adserver.
Key to Success
Must account for expected changes
such as a system upgrade.
Flashtalking’s algorithm matches more
profiles to stay matched over time.
fTrack by Flashtalking

8. A privacy friendly means of generating a probabilistic
ID for any web-connected device.
Including desktop, mobile, connected TVs and
gaming consoles.
Persistent
When browser
cookies get blocked,
rejected or deleted
98%Accuracy when
validated against a
truth set.
…fTrack does not connect
people across devices. It replaces the
cookie as a more stable ID in a single
given environment.
Available
In log extracts for full
transparency and
custom attribution.

9. Accuracy

10. >< 10
Accuracy
fTrack by Flashtalking

11. >< 11
Accuracy
fTrack by Flashtalking
Accuracy is a question of collision and division.

12. >< 12
Accuracy
fTrack by Flashtalking
A collision is when different devices have the same
Ftrack ID.

13. >< 13
Accuracy
fTrack by Flashtalking
Division is when the same device is assigned multiple
fTrack IDs.

14. >< 14
Accuracy
fTrack by Flashtalking
Validated using deterministic
truth set.
This allows us to see instances
of both collision and division
clearly.

15. >< 15
Accuracy
fTrack by Flashtalking
Accuracy goes up because
machine learning algorithms
improve over time and with
the addition of more data.

16. DataUnification

17. >< 17
Data Unification
THE CONNECTED LOG
…needs to happen at the
event or impression level.

18. >< 18
Data Unification via Connected Logs
THE CONNECTED LOG
ü Native MRC Viewability metrics
ü Fraud at Impression and User level
ü DMP User IDs and segments
ü D9 Device ID
ü Cross Device Cluster ID
Connected Log unifies external data from any partner in ways
no other platform can match

19. >< 19
Enabling Technology
THE CONNECTED LOG
1.State call: a secondary post ad rendered call to Flashtalking that can include data
points not available on ad request, these could include product SKUs from a feed ad.
2.Browser side pre-impression API integrations: allow platform partners to read their
own cookie and return data to us in real time without a cookie sync.
3.Impression ID and associated macro: for platform syndication.

20. Results in a clean, connected data
set that’s ready to model.
Allows for a truer read on media
performance and higher quality,
actionable insights.

21. 21
Thank
You!