UID 2.0

E.W. Scripps becomes the first CTV publisher to adopt OpenPass, The Trade Desk’s single sign-on product for user authentication.

Smart TV makers are starting to adopt The Trade Desk’s UID 2.0. Plus: Podcast advertising revenue growth slows down.

Driver Studios, which has a COPPA-compliant ads business, is expanding its targeting to include more adults via a new partnership with privacy startup Qonsent.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tubi Or Not Tubi Fox-owned Tubi recently made its first ping on Nielsen’s radar with 1% of US TV viewership – just in time for Tubi’s first-ever advertiser conference ahead of upfront season on Thursday, where it showcased glitzy new data partnerships. And […]

The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?

Proctor & Gamble recently announced their support of The Trade Desk’s UID 2.0 identity framework. The partnership is significant for a couple of reasons. First, where P&G goes, other brands will follow. And second, approval hints at the rise of new walled gardens that could become even more powerful than Google and Facebook, writes Nancy Marzouk, CEO and founder of MediaWallah.

P&G publicly signaled its support for Unified ID 2.0 on Thursday. But the CGP giant had already been using UID 2.0 since last year to create anonymized identifiers tied to its first-party data for activation in the bidstream.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bob Walczak, CEO, MadTech Advisors.  The future is cookieless. This we all know. But the industry faces a long road ahead before cookieless audience targeting becomes the norm. Sure, context and cohort targeting provide […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. An About-Face Six years ago, Google and Facebook had won the digital ad market, or so said Stratechery’s Ben Thompson. After Meta’s latest earnings, he reflects on that prediction: The duo did consolidate most online ad revenue. And Google has outgrown everyone else […]

The direct-to-consumer cookware company Made In noticed its social media dashboards went a bit screwy after Apple tightened its privacy controls this year. Luckily, Made In uses all of its own dashboards – which didn’t go haywire – and tracks identity changes closely, CEO Chip Malt shares as special guest on this week’s The Big […]

Next up in Unified ID 2.0 partner news: Oracle. On Thursday, Oracle became the most recent company to join the open source initiative, developed by The Trade Desk to serve as a hashed email-based alternative to third-party cookies. Specifically, Oracle’s integration with UID 2.0 will allow marketers to use the identifier to help with identity […]

Criteo has started testing the single sign-on (SSO) solution – called OpenPass – that will serve as the consumer-facing component of Unified ID 2.0, the open source industry initiative that aims to use email as an alternative to third-party cookies. In November, Criteo was one of the first companies to join Unified ID 2.0, which is […]

Online identity resolution solutions. Two years ago, they were all ambition – but today, they’re undergoing tests and people are starting to figure out how they work, where they work … and where they don’t. In other words, the ad industry is finally  discussing the practical challenges that these solutions must overcome. The biggest and most […]

Proprietary cookieless identifiers  – seems like everybody’s got one these days. “It’s obviously reactive to the impending demise of the cookie,” said Mark Connon, general manager of Experian-owned Tapad, which launched a product on Tuesday called Switchboard that aims to make the growing multitude of cookieless IDs interoperable with each other. Switchboard is a module that […]

Batter up: On Thursday, sports-focused live TV streaming service FuboTV became the first connected TV company to join the Unified ID 2.0 initiative. UID 2.0 is an open-source industry effort originally spearheaded by The Trade Desk that aims to create an alternative to third-party cookies using hashed or encrypted email addresses. FuboTV’s support expands UID […]