With browsers cracking down on third-party cookies, how do advertisers deliver personalized digital ad creatives in a privacy- and browser-compliant fashion? Jivox, a company that specializes in dynamic digital advertising solutions, released a new identity technology Monday that it says can do just that.

How it works. The new technology called Jivox IQiD takes a page from the hybrid cloud concept to enable brands to collect, control and use data without third-party cookies.

“We have been trying to develop a solution that assumes third-party cookies would go away and that also adheres to the privacy concerns that are the reason that browsers are moving in that direction,” said Diaz Nesamoney, Founder and CEO, Jivox by phone last week. “Our technology allows the brand to collect consented data as the first-party — essentially as the brand’s domain … to collect data to stay in compliance.”

Hybrid cloud technology separates the code or software from the data, which is owned and safeguarded by the business. Jivox saw that separation as a way to address the third-party cookie problem, said Nesamoney. With Jivox IQiD, collection, storage and use of data resides on the company’s domain, while the personalization software runs in the public cloud, he explained.

Data is collected as a first-party when a consumer comes to a brand and consents to marketing via their preferences or activity such as searching on the site or buying something. The company explains that the technology “essentially acts like a brand’s CRM system.” The rest of the software that powers real-time personalization runs in the cloud.

Jivox IQiD is available as part of the Jivox IQ Enterprise version. To use the technology, advertisers allow the data collection piece of the Jivox microservice software to run on their brand domains.

Why we should care. Browsers are increasingly limiting or blocking access to third-party cookies to protect users from having their data collected as they’re followed around the web. Apple Safari’s Intelligent Tracking Prevention (ITP) was first, now Firefox is blocking third-party cookies and Google Chrome is moving in that direction. Fingerprinting, seen as another kind of silent tracking, is also being blocked. Desmoney says Jivox IQiD is not a workaround that the browsers will eventually shut down, but a long-term solution gives brands a privacy-safe way to use their consented data.

Brands can use the data it collects in other marketing efforts beyond digital display advertising. Jivox supports email and website personalization, and advertisers can use the data to create custom audiences for Facebook campaigns, for example.

Jivox Senior Vice President of Product and Engineering Shankar Venkataraman will present details about the technology on Tuesday at the IAB Tech Lab’s Innovation Day conference during a session entitled “No Cookies? Use Your First-Party Data to Drive Dynamic creative personalization.”