{"page":"/blog/identity-after-privacy-sandbox","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Solution","Operated by","Input","Consent model","EU viability","Adoption (sourced)","Who runs the infrastructure"],"rows":[["UID2","UID2 administration; The Trade Desk runs the public operator (UID2 docs)","Hashed, salted email or phone","Local law (CCPA/CPRA in the US); opt-out portal","Not designed for the EU; EUID is the EU variant (EUID docs)","Integration announcements on the UID2 site run from P&G (1 September 2022) to Spotify (22 October 2024), Perion (15 March 2025) and Databricks (13 November 2025) (UID2 partners); share figures n/d","Public operator (hosted by the administration) or private operator in your own environment"],["EUID","EUID administration; The Trade Desk runs the public operator (EUID docs)","Hashed, salted email or phone","\"Driven by the GDPR\" plus the IAB TCF and local guidance; Transparency and Control Portal for opt-out (EUID docs)","Designed for the EU and UK","SSP integrations announced October 2024: Criteo Commerce Grid, Google Ad Manager, Index Exchange, Microsoft Monetize; publishers named include Reach, Funke, Figaro, ¡Hola!, Atresmedia (The Current, 25 November 2024); share figures n/d","Public or private operator; private operator keeps hashed data inside the participant's environment"],["ID5 ID","ID5 (private company; $20 million Series B on 9 April 2024, TransUnion and S4S Ventures) (AdExchanger, 9 April 2024)","Publisher-side signals, hashed email where available, probabilistic linking, encrypted ID","Consent captured by the publisher (TCF in the EU); encrypted so only permissioned vendors decrypt (company claim)","Positions GDPR posture as its differentiator; depends on publisher consent capture (PPC Land, 22 August 2026)","Sincera counted the ID5 ID on 66,000+ sites in early 2024 and near 100,000 sites in January 2025 (vendor-selected citation); company claim of about 1.5 billion users and 665 million households after the TrueData acquisition (AdExchanger, 9 April 2024; PPC Land, 22 August 2026)","ID5's own infrastructure"],["RampID (LiveRamp)","LiveRamp (NYSE: RAMP)","Hashed email and offline PII through Authenticated Traffic Solution","Publisher-captured consent; LiveRamp opt-out","Used in the EU with TCF signals; offline matching depends on local data rules","n/d (no dated public figure retrieved)","LiveRamp's infrastructure"],["Utiq","Utiq (joint venture of Deutsche Telekom, Orange, Telefónica, Vodafone)","Mobile or fixed network identity from participating operators","Explicit per-site opt-in; not enabled by default; central consenthub to withdraw (Utiq)","Built for the EU; signals have limited lifespans and contracts prohibit re-identification","About 70 million users, six markets (Germany, Austria, France, Spain, UK, Italy), 300+ publishers, 30+ operators as of 15 November 2025 (company figures via PPC Land, 1 June 2026); 55 million and 26 operators in mid-2025 (Mobile Marketing Magazine, 2025)","Operator networks plus Utiq's token service"],["First-party identity graph","The publisher, retailer or bank itself","Login, loyalty, CRM, transaction data","Your own consent and legitimate-interest analysis; no third-party dependency","Fully viable; the only model where you are sole controller for the graph","n/a","Yours"],["Contextual","Vendor or in-house classifier","Page and content signals; no user identifier","No consent needed for the signal itself; still needs ePrivacy care for any device access","Fully viable","n/a","Vendor or yours"],["Topics API (retired)","Google Chrome","Browser-inferred interests","Browser setting","n/a","4.9% of page loads in June 2026 (blink-dev)","n/a"]],"sourceUrls":[["https://unifiedid.com/docs/ref-info/ref-operators-public-private","https://euid.eu/docs/intro","https://unifiedid.com/"],["https://euid.eu/docs/ref-info/ref-operators-public-private","https://euid.eu/docs/intro","https://www.thecurrent.com/marketing/euid-adoption-programmatic-supply-chain-ssps-publishers"],["https://adexchanger.com/identity/alternative-identity-provider-id5-nabs-20-million-in-series-b-funding","https://ppc.land/explaining-id5/"],[],["https://utiq.com/","https://ppc.land/the-trade-desk-integrates-utiqs-telco-identity-signals-across-emea/","https://mobilemarketingmagazine.com/utiq-now-reaches-over-55-million-people-across-europe/"],[],[],["https://groups.google.com/a/chromium.org/g/blink-dev/c/_R85yctz4Rs"]]}