Email-based universal IDs have some Achilles’ heels, according to publisher and agency executives. The downsides of email-based universal IDs are that the email address may not be as reliable a foundation for identity as it may seem and that the email address may be too invasive a signal for identity to meet privacy regulators’ approval. Read more below.

• Email-based universal IDs may improve upon the cookie in some ways, but relying upon the email address can introduce privacy concerns.
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