Google has already announced their plans to phase out third party cookies by 2023, leaving advertisers unable to track users online making online advertising extremely difficult.

The cookie-less solution referred to as XactMatch created by AudienceLab Inc measures the household IP usage of over 280m Americans, then ties this to a separate user database of emails. This then allows for pin point accuracy in matching an anonymous user to their email address or hashed email which can be used in ad targeting.

“IP addresses are still one of the best identifiers for identity resolution,” said Co-founder and president of AudienceLab, Adam Lucerne. “The biggest obstacle for advertisers to use them effectively is figuring out a way to accurately determine an IP is tied to an email. By grading their usage and measuring that data, we are able to know exactly how many emails are tied to which IP addresses and the usage of each, allowing for pinpoint accuracy in our matching”.

AudienceLab Inc has begun rolling out this technology inside their current identity resolution pixel which matches anonymous traffic to matched visitors to use for advertising, they will soon be incorporating this technology as a means of expanding the amount of online signals they receive for the identity graph.

“Now is the time for anyone serious about advertising to start collecting as much first party data as possible. XactMatch will be the secret weapon of most major brands and advertisers as it allows for a super high match rate without sacrificing accuracy ” says Jesse Gibson, Co-founder and CEO.