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Emit a server-set first-party identifier the brand controls, so the customer can be recognized after Safari ITP, third-party cookie deprecation, and the next round of browser changes still to come
Detect and retire the identity links that have gone stale, so targeting and suppression stay accurate as the customer file ages
Reconcile a person's anonymous and authenticated states when their consent decisions differ between them, without leaking the un-consented context into the consented one