Recently here I wrote about my multi-decade Don Quixote effort to get the industry to establish an Anonymous Universal ID (AUID). More recently there have been several hopeful signs that the ideal state might not be as impossible as it has long seemed. P&G Chief Brand Officer Marc Pritchard has recently written in favor of a universal ID to come into being before the third party cookies disappear. And the World Federation of Advertisers (WFA) has put out two white papers with a blueprint for the cross-platform measurement system that advertisers espouse in which the term SUMID (Secure Universal Measurement ID) is used, which is the same idea as AUID with a different name.
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