Cloudflare proposes Hashed User ID to let sites identify users behind shared AI agents
· 2d ago · Originally reported by PPC Land
Cloudflare outlines 14 problems that websites face with AI agents, arguing that publishers currently bear the cost of nearly all of them. It has introduced a Hashed User ID so sites can recognize a single account acting through a shared agent, while a new coalition is pushing agent identity standards at the IETF with its members not yet disclosed.
Why it matters
As AI agents browse the web on people's behalf, sites risk losing visibility into who is actually visiting, which affects monetization, bot filtering and access control. Standardized agent identity could reshape how websites detect traffic and charge for content.
Explain it like I’m new here
It's like giving a delivery courier an ID badge so a restaurant can still tell which customer ordered the food, even when the courier picks it up for them.
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