For ad tech vendors, identity interoperability is the new normal.
Last week, Lotame’s identity solution gained notable industry support and now The Trade Desk’s offering is being adopted by video ad platform SpotX.
SpotX has announced it is integrating TTD’s Unified ID 2.0 solution. Launched last summer (2.0 — version 1.0 debuted in 2018), Unified ID 2.0 is an open source ID framework meant to enable addressable advertising as consumer privacy regulations increase and third-party cookies usage declines.
Like other identity solutions (Panorama ID, ConnectID by Verizon Media, etc.) unveiled over the last year, The Trade Desk’s ID uses “encrypted and hashed email addresses,” not cookies, which should help consumers more easily manage their privacy and data footprint across the web.
For SpotX clients, on the publisher side, Unified ID 2.0 helps them be on the right side of the privacy debate. It also reinforces revenue opportunities by making addressability possible across their inventory — with or without cookies. Meanwhile, advertisers and DSPs that rely on SpotX should get the addressability they demand to target campaigns more effectively.
About the partnership, Kelly McMahon, SVP, global operations at SpotX says, “Unified ID 2.0 safeguards the value exchange for relevant advertising with a simplified user consent framework while protecting all parties across the ecosystem. SpotX’s support for this technology builds on our promise to protect all data, and we’re excited to be one of the first video SSPs to adopt this upgrade for improving the open web.”
“The open source Unified ID 2.0 solution is truly an upgrade for everyone – consumers, advertisers, publishers and more,” says The Trade Desk’s Michelle Hulst, Chief Operating Officer. “The industry continues to band together to support and collaborate on this framework. This commitment from partners like SpotX proves that we are all dedicated to creating a better standard for identity.”
The announcement is another vote of confidence for TTD’s independent identity solution, which already has the support of Criteo, Nielsen, The Washington Post, and LiveRamp. CEO Jeff Green’s goal is to create the standard for identity in a post-cookie world. However, he has his work cut out for him given surging interest in solutions from other players.
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