ID side promotes the Light Web. On the 23rd of July 2024, we had the chance to exchange with the UK Information Commissioner's Office (ICO) about what it is and its added value. Here is a summary of our exchanges and why it matters.

Today, online commercial personalisation & ad targeting works this way:

• Today, my data is collected online 24/7.
• It is sold so that ads get better directed to me.
• Companies sell such data without giving me control.

With ID side, anyone can take control over their data & ads displayed on screen. In a nutshell, I decide:

• How I want my data to be collected online (our cookie banners extension).
• By Whom, When, and How I want to be targeted (our personal & private marketplace).
• Which Companies I want to create a trusted relation with.

This is the Light Web:

• Less data collected “in my back”
• More control on targeting & ads
• An ethically & environmentally sustainable model.

In order to get more individual users, ID side will evolve its business model and come back to present its new iteration to the ICO—probably early in 2025.