Misconceptions thrive in ambiguity, especially in the absence of official guidance. The crowded identity solution (ID) landscape is a primary example.
Recently, the IAB Tech Lab sought to develop standards and specifications to provide the industry with much needed clarity and guidance.
An authenticated or deterministic ID solution is a technology that uses data (usually provided by the user) to reconcile the user's identity across media properties.
A common misconception is that certain signals or methodologies, namely authenticated signals, are inherently more privacy-safe than others.
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