PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies
REDWOOD CITY, Calif., Nov. 17, 2020 (GLOBE NEWSWIRE) -- PubMatic, the sell-side platform that delivers superior outcomes for digital advertising, today announced its support for Unified ID 2.0. Developed by advertising technology leader The Trade Desk, Unified ID 2.0 is an open source, interoperable alternative to third-party cookies. Advertisers and publishers who work with both PubMatic and The Trade Desk will benefit from the scale on both the demand and sell-side with Unified ID 2.0.
This partnership establishes Unified ID 2.0 as a default identity offering to more than 180 publishers using PubMatic’s Identity Hub solution. Unified ID 2.0 can be enabled by publishers with a single click via PubMatic’s Identity Hub, and will pave the way for PubMatic publishers to seamlessly implement a leading privacy-first identity solution to increase yield and revenue.
“Our support of Unified ID 2.0 builds on the longstanding cooperation PubMatic and The Trade Desk have had as two of the leaders in advertising on the open internet,” said Andrew Baron, VP of Marketplace at PubMatic. “PubMatic is committed to scaling up cookieless identity solutions to help drive superior outcomes for our customers. With Unified ID 2.0, The Trade Desk brings tremendous advertiser and agency scale to our growing list of Identity Hub publishers.”
Unified ID 2.0 is a new approach to identity that represents an improvement to third-party cookies, preserving the value exchange of advertising on the open intenet, while providing improved consumer privacy controls. Unified ID 2.0 is non-commercial, open source, interoperable, and will be administered by an independent organization.
“Unified ID 2.0 represents a collaborative effort among open internet industry leaders to create a new model of identity that benefits consumers, advertisers and publishers,” said Dave Pickles, Co-Founder and CTO, The Trade Desk. “Working with supply-side leaders such as PubMatic, we will help bring publishers an identity solution that offers transparency and interoperability that preserves the value of relevant advertising for them, while improving control for their consumers.”
About The Trade Desk
Broadsheet Communications for PubMatic