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While maintaining user privacy, such a taxonomy must allow for identity and interest-based targeting.

The author suggests that an independent trade group such as the IAB must consider creating a standardised consumer taxonomy, similar to the already existing content taxonomy. Such a taxonomy wouldn’t need to depend on cookies for profile-based targeting.

An identity provider could gather the first-party data and match it with the corresponding taxonomy responses. These, combined with a confidence score, would then be passed on to the advertising platforms and exchanges.

Without needing a cookie tie-in, this information can be used to provide interest-based targeting at not just the content but also the consumer level. The author notes that such a system will allow for more personalised advertising while maintaining user privacy.

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