With all the buzz around Universal IDs, you might be wondering what they are and how they work. Simply put, Universal IDs are transforming how businesses balance privacy and personalization.
They’re not just a replacement for third-party cookies—they’re a smarter, more compliant way to deliver tailored experiences while respecting user privacy. Let’s dive into what makes them a game-changer.
What Exactly Are Universal ID Solutions?
Universal IDs give businesses a single, consistent and anonymous identifier for users across platforms. Unlike the restricted cookies, which only tracks users within specific websites, a Universal ID works across apps and websites alike. These identifiers can be derived from deterministic models—relying on verifiable, explicit data such as a hashed email—or probabilistic models, which infer user identity using indirect signals like device attributes or IP addresses.
Once generated, the universal ID is securely stored and, with the user’s consent, enables advertisers and publishers to personalize the customer journey, refine ad targeting, and measure campaign performance through more precise cross-channel tracking. This creates a fluid, personalized experience, no matter where users interact with your brand.
Why the Shift Toward Universal IDs?
Alright, third-party cookies are a big deal—those little trackers that follow you around online. They’re what businesses use to target ads and figure out what’s working. But now, they’re gradually getting phased out across major browsers, and everyone’s scrambling to figure out what’s next. It’s a huge shift, like the Wild West of online privacy and marketing right now. In fact, a 2023 study by eMarketer found that 60% of marketers are investing in alternative tracking methods. Universal IDs rank at the top because they enable more precise user tracking and a higher level of privacy control.
The Benefits of Universal IDs
A Better User Experience
Universal IDs simplify the user journey by creating a consistent, cross-device experience. Whether users are on mobile or desktop, they’re presented with personalized, relevant content. For example, Universal IDs enable brands to connect a user’s preferences and behaviors across different sessions without relying on third-party cookies. According to a 2022 Accenture survey, 73% of consumers prefer brands that use their data to offer tailored experiences—Universal IDs provide the infrastructure to meet these expectations while maintaining seamless functionality.
Enhanced Privacy and Compliance
Navigating complex regulations like GDPR and CCPA can be overwhelming, but Universal IDs provide a compliant way to manage user data. A study by eMarketer highlights that companies adopting Universal IDs reported a 25% reduction in compliance challenges. These IDs empower businesses to align with privacy laws while maintaining the ability to deliver personalized, data-driven experiences. By integrating Universal IDs, brands can stay ahead of evolving regulatory demands and build trust with their customers.
How Axeptio Can Help
In today’s privacy-focused landscape, tools like Axeptio and First-id simplify ID verification and data compliance. Axeptio’s consent management platform (CMP) now integrates with First-id, a robust first-party identification solution, to give advertisers a secure way to adopt Universal IDs—critical as third-party cookies phase out. This integration ensures an effortless setup, with First-id’s Universal ID solution activated only when users provide explicit consent.
Axeptio users can enable First-id directly within the platform without additional configurations, making compliance and data handling easy for advertisers. This combined solution supports campaign activation, retargeting, and audience enrichment, enhancing brands' marketing impact while respecting user privacy.
About First-id
First-id enables brands, publishers, and e-retailers to generate unique identifiers, optimizing first-party data integration across tools and partners. Already embedded with 40+ premium publishers in Europe, First-id supports accurate targeting and attribution on platforms like Google and Microsoft, driving results while staying privacy-compliant.
The Takeaway
Universal ID solutions aren’t just a replacement for third-party cookies. They’re the future of personalization, privacy, and compliance. As businesses grapple with a new digital landscape, adopting Universal IDs will be crucial for staying competitive, building trust, and delivering the experiences consumers expect.
Guillaume Bodereau, Head of Business Development of Axeptio, adds: “Universal IDs present several key benefits for publishers, such as rebuilding consented audiences, activating targeted advertising and measuring performance.”
Axeptio adds another layer of value by making privacy compliance seamless, allowing businesses to focus on what they do best—serving their customers.
Find out more about best practices for audience addressability in 2025.
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