Personalized advertising, the slowly faltering method based on identifiers, has long been the norm in the advertising industry. Cookies and device IDs are specifically designed to gather information from you – the individual – on your own device, in order to display advertisements based on relevant topics that interest you. As the user navigates the web or an app, these identifiers build up their history, profile, and preferences. This gives great understanding of consumer behaviors, but at the expense of privacy.