Unified ID 2.0 (UID 2.0), the privacy-conscious identity framework spearheaded by The Trade Desk, is winning the support of Procter & Gamble, one of the largest advertisers in the world.
P&G senior executive Eric Austin said,
“P&G supports new solutions like Unified ID 2.0 that are designed to help improve the U.S. consumer advertising experience. Advertisers and publishers need a consumer-centric identity solution that will raise the bar on privacy.”
The CPG giant is the latest major ad player to join the growing list of brands, agencies, streaming platforms, publishers, and ad tech suppliers supporting and embracing UID 2.0. Last year, P&G reclaimed its top spot as the biggest advertiser.
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UID 2.0 aims to provide a new identity framework for the open internet, with user transparency and privacy controls, flexibility, and interoperability key to its offering. The need for an alternative to cookies is necessary as consumer privacy takes center stage around the world. UID 2.0 creates an identifier from a hashed and salted email address, which is regularly regenerated to enhance security and give consumers greater control over how their data is used.
In digital channels, such as connected TVs and mobile apps, cookies are largely irrelevant. Furthermore, it aims to take the place of third-party cookies, which Google plans on deprecating in the second half of 2024. The changes Google made to its deprecation plans have actually helped its push to develop and deploy UID2, which has been integrated with Disney, Amazon Web Services, and Vox Media. The Trade Desk and Disney Advertising expanded their partnership in July to integrate Disney’s Audience Graph with UID 2.0.
Jeff Green, co-founder, and CEO at The Trade Desk said,
“P&G continues to be a force in moving the digital marketing industry forward. P&G recognizes that we need to work together as an industry to develop new identity solutions that preserve value for advertisers and publishers, and control for consumers.”
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