Our visitor this week has spent his whole profession in advert tech. Since 1997, Manny Puentes has labored at a sequence of corporations starting from advert servers to writer networks to programmatic platforms. In 2016, he based Insurgent AI to unravel the rising drawback of area spoofing. It advanced as an information activation platform.
Quick ahead 5 years and Puentes has bought the enterprise to Logiq, a supplier of know-how and providers round ecommerce, advertising and fintech, for $8 million in money and inventory.
On this episode, Manny is skeptical that hashed e mail addresses could be a viable identifier for this trade going ahead.
“I believe it’s nice that there are actually sensible people on the market round this venture [Universal ID 2.0], and I believe that it’s a great begin,” he says.
However he factors out that the switch of encrypted e mail from platform to platform requires that anyone holds that authentic e mail handle earlier than it’s hashed. The existence of the e-mail and its affiliation with offline knowledge is inherently insecure.
“E-mail is worse than the cookie,” he says. “Take into consideration all of the locations you go at present that you just’re placing your e mail into. Take into consideration all of the offline knowledge you possibly can hyperlink up with e mail. Folks say that it’s hashed and encrypted, and I get it. But it surely’s simply one other ID and this ID originated with one thing that may be linked with offline knowledge.”