United Virtualities announced it has developed Persistent Identification Element (PIE), a backup ID system that will restore erased cookies.
United Virtualities's PIE is tagged to a user's browser and provides each with a unique ID, but PIEs cannot be deleted by any commercially available removal program. United Virtualities created two types of PIEs:
• AccuCounter PIE, a cookie replacement that counts unique users accurately
• Backup PIE, a PIE that not only counts unique users but also recognizes the visitor and restores any erased cookies.
Tenembaum says that cookies are a vital for online advertising.
"From simple frequency capping to the more sophisticated behavioral targeting, cookies are an essential part of any online ad campaign. PIE will give publishers and third-party providers a persistent backup to cookies effectively rendering them unassailable," adds Tenembaum.
United Virtualities says it plans to sell the PIE technology to publishers and networks that are worried about cookies being deleted.
Last week, Jupiter Research released a report that found two out of five users delete cookies from their browsers. Many consumers consider cookies bad and delete them from browser in an attempt to curtail ad clutter. Online marketers, on the other hand, say cookies help deliver relevant ads to online consumers. It will be interesting to see how privacy rights activists respond to the new United Virtualities' product.