TorcAI announces the launch of ‘Anchor ID’ to counter Google’s cookie deprecation
TorcAI announces the launch of its innovative ‘Anchor ID’, a new type of AD ID based on the internet gateway. The company will initially make it available via its media marketplace – the Ion. TorcAI’s new solution precedes the need for cookie syncing that enables targeting, retargeting, behavioral attribution, and other benefits to advertisers and publishers. With this launch, the AdTech industry can continue to achieve better campaign performance and media monetization.
Rohit Verma, CEO of TorcAI says, “Anchor ID is completely anonymized and does not reveal any personal identifying information. To safeguard privacy, only consented users of publishers will be allowed access to the Anchor ID. This new technology has been developed to supersede browser-based cookies or App ID. The Anchor ID is deterministic.”
The Anchor ID is developed to be fully privacy compliant. It is available on TorcAI’s exchange, as the company plans to subsequently make it available on all demand & supply pipes. Anchor ID can also help all other ID graphs to enrich their accuracy.
Raghavendra Agarwala, CTO of TorcAI says, “Unlike in the cookie systems, which were never reliable anyways, Anchor ID does not depend on changing policies of Google or Apple. This is similar to IP based identification. Technically, Anchor ID is expected to derive its strengths from the way the Internet is structured, and our model is extendable globally. This system will help to democratize data that otherwise, is becoming accessible to only a select few.”
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