Attribution has always been a challenge for marketers, and today's internet only makes it harder. Cookie banners frustrate users, bots distort signals, and brands face growing liability for the data they collect. What if there were a way to fix all of this while giving individuals true ownership of their online identities?

In this episode, Gabriella Mirabelli speaks with Patrick Moynihan, co-founder and president of Tracer Labs, about Trust ID, a portable, user-owned digital identity built on blockchain technology. Trust ID enables consumers to control consent on a site-by-site basis, reduces friction in online experiences, and provides a digital wallet for secure transactions. For brands, it offers cleaner CRM data, stronger attribution, and less exposure to privacy risks.

Patrick shares how the concept evolved from a referral-tracking tool into a potential new standard for digital trust, why adoption is easier than many assume, and what the future might look like if individuals—not platforms—hold the keys to their own data.