In a cookieless world, universal IDs (also known as unified IDs) offer a crucial solution for identity resolution and cross-site tracking. These identifiers are typically generated from hashed and anonymized user data, such as email addresses, which users provide directly to publishers or advertisers with their consent. An identity provider then matches this hashed data against a central identity graph, assigning a persistent, non-PII identifier. This unique ID allows advertisers and publishers to maintain audience addressability, personalize content, and measure ad campaign performance across various digital properties without relying on third-party cookies. Projects like Unified ID 2.0 exemplify this approach, ensuring publishers can monetize their content while upholding user privacy through pseudonymization and transparency. More details: https://termobud.com.ua/