Eyeota, a Dun & Bradstreet company and the global source of data for digital marketing, today announced its enablement of Unified ID 2.0 (UID2).
The current digital advertising landscape has heavily relied on third-party cookies; however, as the cookieless future approaches, Eyeota has adopted UID2, pioneered by The Trade Desk, to create more durable audience segments for targeting and measurement while protecting consumer privacy. This adoption will create more meaningful, relevant advertisements, increase revenue for premium content platforms, and allow for seamless, privacy-conscious workflows and data transfer for measurement.
UID2 is an industry-leading initiative that preserves addressable advertising while also enhancing privacy for consumers. Transacting on UID2 helps build a more trusted and transparent way forward, consistent with Eyeota’s emphasis on data privacy and transparency.
The UID2 technology provides a way to hash, salt and encrypt an email into an identifier that enables UID2 advertisers, publishers and other participants to transact more securely using first-party data.
“By integrating with UID2, we can provide an additional layer of data privacy and trust for our clients and help them better prepare for the post-cookie future,” said Kristina Prokop, General Manager of Audience Solutions at Dun & Bradstreet and Co-founder of Eyeota. “Our data goes through a rigorous quality control process, and we hold ourselves to the highest modern data privacy, security, and transparency standards. By leveraging our combined capabilities, we can provide a superior privacy-centric and cookieless advertiser solution, enabling greater transparency and empowering brands to utilize future-proof solutions to interact with digital consumers.”
Eyeota’s UID2 adoption is part of its larger commitment to delivering ID-agnostic audience solutions that are interoperable and addressable for brands and advertisers activating across omnichannel environments.
“Unified ID 2.0 is a premium upgrade for advertisers and consumers alike because of the range of publishers, advertisers and data providers that are already transacting on it,’ said Jay Goebel, General Manager of Data Partnerships, The Trade Desk. “Eyeota’s standards for quality, scaleable data reflect a bright future for the digital ecosystem.”
The partnership between Eyeota and The Trade Desk is an important step forward in the digital advertising landscape.
About Eyeota
Eyeota is the trusted global provider of audience solutions for digital marketing and ranked by Brands and advertisers leverage Eyeota audience solutions to enrich insights, enhance personalization, and transform omnichannel targeting. The enabling ingredient pushing legacy data into digital, Eyeota’s ID-agnostic approach to identity and global data interoperability onboards and activates data assets on behalf of data owners worldwide. Founded in 2010 and acquired by Dun & Bradstreet in 2021, Eyeota operates in Europe, Asia, Australia, and the Americas, creating a new infusion of technology, identity, and connectivity that modernizes data for new digital applications in over 180 countries. For more information, please visit http://www.eyeota.com.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.
