New Solution for Post-Cookie Identifiability Leverages an ID-Agnostic Approach to Advertising

Semasio, the leading provider of contextual targeting and semantic audience solutions, announced the launch of its Multi ID solution. Multi ID harmonizes a range of different identifiers, enhancing consumer identifiability and engagement so advertisers can effectively reach their target audience even as tracking cookies become obsolete.

Multi ID leverages both deterministic and dynamic identifiers, including cookies, Mobile Advertising IDs (MAIDs), hashed email addresses (HEMs), UID 2.0, and signal agnostic IDs such as ID5, that utilize a variety of signals to reconcile authenticated and non-authenticated audiences. By integrating these various identifiers, Semasio’s Multi ID platform takes a groundbreaking holistic approach to remove technical obstacles and enable seamless synchronization across disparate identifiers and signals.

Marketing Technology News: Workato Welcomes New Members to the Leadership Team for the Next Phase of Growth and Innovation

“Our commitment to an ID-agnostic approach allows us to provide unparalleled accuracy and reach in consumer targeting,” said Jeff Ragovin, CEO of Semasio. “With Multi ID, we’re helping the industry adapt to the post-cookie landscape while setting a new standard for identifiability and engagement.”

Multi ID’s robust translation layer converts any incoming identifier into a Semasio ID, which can then be mapped to the client’s preferred ID. This ensures seamless integration and interoperability across different systems and platforms, allowing advertisers to maintain and even enhance their targeting capabilities as cookies become less effective.

Marketing Technology News: MarTech Interview with Carlos Aragon, Senior Director, Product Marketing @ Vonage

“ID5’s partnership with Semasio on the Multi ID initiative signals a new trajectory for the digital advertising ecosystem,” said Joe Quaglia, ID5’s SVP of Sales and Business Development. “The industry’s collective success amid signal loss requires interoperability. Collaborations like this will provide advertisers with the most effective and privacy-conscious tools they need to thrive.”

Semasio’s investment in advanced audience and contextual capabilities reflects its dedication to helping marketers connect with consumers at crucial moments, irrespective of the identifiers they use. This launch underscores Semasio’s vision of a stable and adaptable future for digital advertising in an industry navigating unprecedented regulatory and technological changes.