ID side is about making privacy setting/monitoring possible, based on a tool or mechanism that is user-centric and cross-platform. Let’s take the example of cookie banners. In addition to dealing with the issues highlighted by many privacy experts and academics (e.g., too many privacy policies to read, too many settings, not enough time), ID side’s proposal is to start from the existing online business environment and help individuals:

1. Set their privacy choices by default (that is to say, their individual reasonable expectations).
2. Automatically & seamlessly share those choices, wherever they browse.
3. Decide, when they are ready to do so, and based on their personal interests at a time, consent to specific data processing.

In a nutshell, ID side puts users in control because it provides them with a Privacy “Single Sign-On.”