Paramount Advertising has teamed up with The Trade Desk to enable open-source identity graph Unified ID Solution 2.0.
The industry pioneer solution aims to optimize audiences and maximize inventory value while prioritizing consumer privacy. In this case, Unified ID 2.0 will be implemented as part of Paramount’s EyeQ advanced advertising division and may even eliminate the need for third-party cookies.
The EyeQ advertising division provides advertisers with a single-entry point across Paramount’s entire streaming library.
“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,” said Leo O’Connor, senior VP and head of programmatic advertising at Paramount.
Participating advertisers can match their first-party data to Paramount inventory enabled by the Unified ID Solution. Paramount Advertising data will be protected by being “hashed and salted into an IUD2 token within Paramount’s tech stack before entering the programmatic ecosystem.”
This means that available encrypted data cannot be tracked to consumer email addresses or phone numbers.
“In partnership with leaders like Paramount, this support of UID2 can allow participating advertisers to embrace new approaches to identity across the digital media landscape,” stated Tim Sims, chief revenue officer of The Trade Desk.
Other big companies have also turned to The Trade Desk for advertising solutions and media buying activations, such as Disney Advertising which began collaborating with them last July.
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