Identity and the “cookieless” future. Advertisers, publishers and their partners are searching for alternatives to allow for identification, targeting and measurement, but a universal solution proves elusive.

Mondial Relay allows consumers in some areas in Belgium to use a PIN code as proof of identity when collecting a parcel, which saves time; a release in France is planned.

For these publishers to thrive in 2020, they will need to get together and adopt standardized solutions for identity and data management, in order to provide brands with a scaled alternative to the walled gardens.”—Joanna Burton, Chief Strategy Officer, ID5.

In Discover’s survey, 24% of 23-to-38s said they’re “very concerned about identity theft/fraud this holiday season,” with another 33% “moderately concerned.” October 2019 polling by TransUnion found 45% of 25-to-39s concerned about “becoming a victim of fraud” while shopping online for the holidays.

To make matters worse, years of high-profile headlines linking IoT devices to cybercrime, identity theft and eavesdropping have made consumers skittish. GlobalWebIndex found that 55% of US and UK internet users ages 16 to 64 saw security as a potential downside of smart-home devices.