What is it and how does it work in marketing

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Modern companies have a huge amount of data about their customers, from their age, gender and location to their favorite time to shop and the brand of dry food their pet prefers.

All this information can be linked to a Hard ID - an immutable, anonymous identifier of a specific user.

Alexander Starostin, CEO and co-founder of the macedonia whatsapp phone number marketing platform First Data, spoke in detail about what Hard ID is and how a marketer can use this information in their work.

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What are Client Identifiers?
In a global sense, there are two types of identifiers: Soft ID and Hard ID .

The most common example of a Soft ID is the familiar cookie. This is a temporary identifier that is assigned to a person when visiting a website. It is stored on their device and can be easily deleted if desired. Each user has several such identifiers based on their IP addresses, location, and other characteristics.

Cookies help websites "remember" users to automatically fill out registration forms, offer new products based on purchases made, or offer promotions on favorite products.

There are so-called 1st party (or primary) and 3rd party (or third-party) cookies. The former are files that the site visitor transfers to it themselves. For example, when filling out various forms and performing certain actions. The latter are sent to the site from various sources through integration with external advertising services. They enrich the business's knowledge of customers and allow it to show them more relevant advertising.

However, every year the online community pays more and more attention to data privacy protection. Concerns about cookies violating user privacy have led to the emergence of the Cookieless concept.

As part of this, Mozilla began blocking all 3rd party cookies by default in the Firefox browser back in 2019. In 2020, Apple joined the blocking decision by introducing restrictions in its Safari browser.

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Google also announced a move away from 3rd party cookies in 2020, but the first steps have only just begun. In 2024, the company introduced a restriction on working with third-party cookies for 1% of Chrome users.