Paramount Advertising Plans To Scale Identity With Unified ID 2.0 On CTV 

Paramount Advertising is enabling Unified ID 2.0 (UID2)  to transact advertising deals across its owned and operated streaming channels housed within EyeQ, the company’s video advertising platform. It will allow advertisers to target viewers by matching their first-party data with audience data across Paramount inventory, with the ability to scale the solution across Paramount’s EyeQ inventory.

UID2 is an industry approach to identifying viewers pioneered by The Trade Desk. It is a cookie-less identifier that encourages the use of hashed and salted data to maximize inventory value while preserving consumer privacy. Leo O’Connor, SVP and Head of Programmatic Advertising, Paramount said,

“With EyeQ, we set out to offer advertisers a premium CTV ad solution with massive scale, bolstered by audience optimization capabilities and simple, speedy campaign execution. We are excited to leverage Unified ID 2.0 in collaboration with The Trade Desk and provide innovative, privacy-conscious audience targeting solutions for our shared advertiser clients.”

Paramount EyeQ serves as a single point of entry for advertisers across Paramount’s streaming library, including Paramount+, Pluto TV, BET, CBS News, CBS Sports Network, Comedy Central, MTV, Paramount Network, Smithsonian Channel, VH1, and more.

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Paramount-A private operator

Paramount will be supporting UID2 as a private operator. As a private operator, Paramount’s data will be hashed and salted into a UID2 token within Paramount’s tech stack before entering the programmatic ecosystem. This means that the original email address will be replaced by a random sequence of characters (numbers/letters) that cannot be traced back to it. In order to create a UID2 identifier, publishers must receive a user’s consent via email address.

With the announcement, Paramount joins several other major UID2 supporters, including Disney, Procter & Gamble, and several others who joined up to include Trade Desk’s effort. Tim Sims, chief revenue officer at The Trade Desk, said,

 “Paramount’s inclusion of Unified ID 2.0 in select inventory represents a major moment in the seismic shift currently happening in TV media buying.”

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