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Flashtalking Identity Framework


In our prior blog posts, we established that advertisers will require multiple IDs on the buy side to execute their omnichannel media campaigns and, with this shift, a whole new set of problems emerge around performance measurement and creative personalization. It is against this context that the ad server emerges as the most viable solution for safeguarding campaigns. The ad server is the only place in the ad tech stack where identity data and campaign data can be joined at both the user and impression level.

Flashtalking is the world’s first ad server to functionby designwithout cookies to unify client identity across identity spaces for measurement and personalization. Once an advertiser determines its preferred buy-side identity partners (i.e. the left side of the picture) Flashtalking addresses the identity challenges on the right.

There are three building block components to Flashtalking’s Identity Framework: 


Flashtalking’s cookieless tracking technology, or FTrack, uses probabilistic device recognition to derive a privacy-friendly persistent ID for each device. FTrack ingests more than 30 non-personal signals (e.g. browser-based, device-based and network-based) and employs machine learning algorithms to assign a unique FTrack ID to each device.


Flashtalking believes that the new identity solutions must elevate the privacy discussion to respect the privacy rights of consumers while meeting the targeting and measurement needs of responsible advertisers. Flashtalking accepts its responsibility for ensuring privacy is respected by providing notice and choice on every ad serving with FTrack via the FTrack privacy icon. Upon clicking the icon, the consumer is taken to our privacy information page where we articulate what we do with the data and give the consumer the opportunity to opt out globally. 


IDConnect provides digital marketer with flexibility to specify their preferred customer identifier to be used within the Flashtalking platform for measurement and personalization from the following options:  

  1. First-Party ID: 

    For advertisers who own rich first-party data and the deployment means.  

  2. Partner ID: 

    For advertisers who own rich first-party data buck lack the deployment means. These companies work with partners that can provide an identifier  with which activate their vast stores of first-party data across the digital ecosystem. 

  3. FTrack ID

    For advertisers who do not own any significant pools of first-party IDs.  In the absence of a preferred identity data partner, it can leverage our FTrack ID to activate in digital channels.

In case you missed it, read the last blog post in this series, Part 3: Safeguarding Your Campaigns. Our next set of blog posts in this series will discuss each component in detail. 

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