Conquering the {maybe, sort of} Cookie-Less Future: Stirista’s Identity Graph Advantage

The power that cookies have over marketers and advertisers has slowly been crumbling for years. With Google somewhat recently indicating that they are getting rid of them soon, in some ways, many companies are already adapting to cookieless models. But are they truly optimized for a cookieless landscape as well as quickly evolving data privacy laws? Thankfully Stirista and OMNA, our Identity Graph are.

At its core, an identity graph is a database that links multiple identifiers to create a comprehensive view of an individual or a household. This includes email addresses, device IDs, and offline data, all seamlessly integrated to enhance customer profiles. Stirista stands out among identity graph companies by offering a robust identity resolution system that accurately identifies and connects data points across various channels. In the absence of cookies, effective identity resolution becomes critical. Businesses can leverage Stirista’s identity graph to ensure they are engaging the right audience across multiple platforms—be it through CTV advertising, OTT targeting, or traditional digital channels. By utilizing a combination of online and offline data, Stirista enhances data hygiene, ensuring that businesses can maintain clean, reliable datasets for targeted marketing efforts.

How is Stirista poised to handle all of this? Well, we’ve always seen cookies as a bit outdated, clunky, and a tool that can easily give you misleading data points and privacy issues. We don’t use cookies, as we feel there’s always been better and more accurate data solution methods. It all began for us with email, which is, for the most part, cookieless. Stirista was built as an email marketing company, and it’s still in everything that we do. We get so much of the information you need about a customer from their email address. 

With just an email address, Stirista can extract valuable customer information including demographic information like age, gender, and location. An email address can reveal behavioral data such as purchase history, engagement with previous campaigns, and preferences. But when you analyze email engagement patterns, we can assess the likelihood of future interactions and tailor campaigns accordingly. Additionally, email addresses can be cross-referenced with other databases to create more accurate customer segmentation and targeted marketing efforts. 

Since our identity graph uses encrypted or hashed email addresses, it is highly effective at matching individuals to niches/data sets, enabling brands to create targeted customer relationship campaigns centered around email. Our connections continuously evolve; after 90 days, IP addresses are purged, and those purged emails are no longer utilized. We also receive notifications for any address changes. Additionally, as a first-party data provider, we process observed data to create our own unique datasets. Importantly, our data remains separate from client data, ensuring confidentiality. This allows us to blend our unique identifiers, helping brands connect with their ideal audiences more effectively.

With the world becoming increasingly focused on privacy and with ever-evolving data regulations, Stirista’s cookieless approach is not just an adaptation, it’s an advantage! By moving away from the outdated reliance on cookies, we embrace more progressive, transparent, and privacy-conscious methods that provide marketers with deeper, more reliable insights. Our identity graph, built on encrypted email addresses and rich, first-party data, ensures that businesses can reach their target audiences accurately, without compromising user privacy. As cookies phase out and data privacy laws become stricter, Stirista’s identity graph is ahead of the curve, offering brands a future-proof way to engage with customers in a way that is both effective and ethical.