In this episode of TraderTalk TV, ExchangeWire's Ciaran O'Kane interviews Mike O'Sullivan, VP, Product, Index Exchange, to discuss identity solutions in the wake of widespread restrictions on the use of third-party cookies.

O'Sullivan discusses:
- The demise of the third-party cookie, following restrictions by Apple, Safari, et al.
- How identity can still work post-ITP, whilst still respecting the user.
- How IndexExchange's solution, which uses a hashed version of the user's email address, works with LiveRamp's IndentityLink to create a first-party, anonymised user identifier.
- How SSOs, including publisher-specific freewalls, will be used to introduce addressability.
- The risk to user experience of restrictions on first-party cookies and identifiers.