Open Global UUID Project
What is OpenGUID?
Why do we need OpenGUID?
Unlike iOS and Android devices, where a device can be uniquely and persistantly identified with the help of IDFA and GAID across various apps, web platforms does not provide a persistant way to identify a device uniquely. Without a persistant uuid, it makes it harder for advertisers to correctly identify a user and thereby present and target relevant ads to them effectively. To solve for this, most of the publishers and advertisers have got into the practise of doing a process called cookie-syncing, which is often lossy and ineffective. Worst of all it leads to highly clunky websites and bad user experience overall. In this process each actor (publisher or advertiser) in the ecosystem maintains their own uuid with their own cookie and this cookie-syncing process maintains a mapping table to translate uuid between different systems.
How does it help me, as a regular user?
Second, OpenGUID allows users one central control for the ad tracking and experiences they want to opt-in or out of.
How does this help Advertisers?
This essentially eliminates any loss of users due to cookie-syncing. It provides more reliable and consistant way to identify a user, so you can maintain various user segments and profiles around a user with more confidence, thereby effectively targeting them. It also works on browsers such as Safari and Firefox, where traditional cookie-syncing fails. Use of OpenGUID ensures
How does this help Publishers?
Generally, the loss of users due to cookie syncing is known to be 10-50% which directly results into the revenue loss, since most of the advertisers don't even bid without a valid synced uuid of their own. This gives you a clear chance to reclaim that revenue.
Who controls the OpenGUID?
OpenGUID is an open sourced project, under MIT license. The OpenGUID itself for the user is only maintained in the users browser. It does not have any backend storage. So no entity controls it as such and moreover is accessbile to any entity that wants to access it.
How can I access OpenGUID and integrate into my system?
Please read this documentation for it.
Overall, OpenGUID is trying to create a win-win situation between all parties through an Open Sourced project.