Google has become dominant in the market of search engine and Facebook has built a massive influential platform over the social. This has given these two platforms an edge over the other platforms with massive identity or user base at disposal. Many small organizations are using the technique of creating an open repository of identity from different independent sources. Several such techniques are being applied by the new players that want to gain access to data and are not a dominant player in the market.

Identity giants like Google and Facebook are currently getting a head start when it comes to dealing with different problems users face through analytics. The users are also demanding more personalized communications when they communicate with different marketing campaigns. Resulting the smaller organizations move towards the tech giants to gain access for data.

Some independent players have emerged in the advertising technology space with a potential solution for open-source identity data. The cookies are in plain English that are pooled from major independent DSPs and audience targeting platforms.

The major challenge that has dragged by the cookie strategy to gather a pool of identity data is the clutter of cookies. The limitation in reading the cookies by various different entities needed to participate in synchronization of all the cookies. The sync feature helps to analyze the data from different entities and see if the same individual is actually interacting with the service or product in the same way. This helps in authenticating the user behavior and plans a campaign to target.