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The Trade Desk’s Unified ID 2.0 Counts SpotX as Another Supporter

The Trade Desk's Unified ID 2.0 Counts SpotX as Another Supporter


The Trade Desk’s Unified ID 2.0 Counts SpotX as Another Supporter

The demise of the third-party cookie as an effective online advertising tool is 12 months away. The Trade Desk-led initiative, Unified ID 2.0, is fast-emerging as a North Star for the industry’s independent players, with SpotX now among its supporters. SpotX brings the number of independent outfit supporting Unified ID 2.0 to 11 after it was formally unveiled midway through last year. The video ad-tech specialist joins the ranks of Criteo, LiveRamp, Nielsen and The Washington Post. The open-source and interoperable ID framework is designed to maintain targeted advertising in cookieless environments, such as Apple’s Safari browser, with Google’s dominant Chrome browser poised to do likewise next year. Unified ID works by using encrypted and hashed email addresses, allowing consumers to easily manage how their personal data is both collected through a single sign-on solution with participating websites. SpotX is one of the first video supply-side platforms (SSP) to support the standard. RTL-owned SpotX claimed leveraging Unified ID 2.0 will help participating media owners gain more control of their proprietary data and generate higher CPMs while maintaining trust with consumers. Similarly, advertisers and demand-side platforms (DSP) will have a more holistic view of their customers in addition to the ability to leverage audience data more efficiently. “One of the many benefits Unified ID 2.0 provides is that it gives publishers options for how to manage first-party data via email addresses or user logins,” said Kelly McMahon, svp, global operations at SpotX. “This puts the control back in the consumers’ hands if they wish to opt-out or learn exactly how their data is being used.” In a statement, Michelle Hulst, The Trade Desk’s new COO, described how the industry is starting to “band together” and collaborate on the open-source framework—almost a year to the day after Google announced it would pull support for third-party cookies in Chrome.Since then, the industry has seen a proliferation of such advertising IDs, with outfits such as LiveRamp, PubCommon and ID5 emerging as notable players in the space. Speaking last year with Adweek, Mathieu Roche, CEO of ID5, noted how his company saw the adoption of its offering grow 243% in the first quarter of 2020 alone.

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