Upstream Unveils Mobile Identity Technology for Post-Cookie Advertising
Upstream has launched a new patented mobile identity technology designed to identify website visitors and enable first-party data collection without relying on third-party cookies.
MarTech specialist Upstream has introduced a new, patented mobile identity technology. This solution can identify up to 85% of website visitors, enabling efficient and privacy-compliant mobile marketing as third-party cookies are phased out.
The technology, part of Upstream's Grow marketing automation platform, addresses the digital advertising industry's need for new identification methods. According to Upstream's "Mobile Identity" report, the technology can boost digital sales by 20-40%, increase opt-in conversions tenfold, and recover over 10% of revenue lost from abandoned carts.
User identification occurs over the mobile network using the mobile phone number (MSISDN) as a unique identifier. The process is instantaneous and requires only user consent via a simple checkbox. The solution is designed to work across browsers, websites, and applications, and is compatible with future mobile and 5G implementations.
Upstream's technology simplifies the user experience by eliminating login requirements. It allows for personalized content display and smoother checkout processes by completing user details with consent. Furthermore, the technology improves upon previous verification methods like OTP (one-time password) by replacing them with background, automated identification. Mobile operators can leverage and monetize this technology by offering it to third parties. Upstream suggests this solution can help operators provide valuable add-on services and solidify their role within the digital advertising landscape.