The world’s leading provider of data for digital marketing, Eyeota, a Dun & Bradstreet company, announced that it has enabled Unified ID 2.0 (UID2).
The Need for UID2
In order to establish more lasting audience groups for targeting and measurement while respecting consumer privacy, Eyeota has implemented UID2, a technology pioneered by The Trade Desk, as the cookieless future approaches. The present digital advertising landscape mainly relies on third-party cookies. Adoption of this technology will result in more insightful, pertinent adverts, boost income for platforms that offer premium content, and enable efficient, privacy-conscious processes and data transfer for measurement.
Benefits of UID2
An industry-leading initiative called UID2 protects targeted advertising while simultaneously protecting customer privacy. In line with Eyeota’s emphasis on data protection and transparency, using UID2 for transactions contributes to the development of a more reliable and open future. With the help of the UID2 technology, first-party data may be sent more securely by advertisers, publishers, and other participants. Emails can be hashed, salted, and encrypted into unique identifiers.
Expert Insights
According to Kristina Prokop, general manager of audience solutions at Dun & Bradstreet and co-founder of Eyeota, “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. Our data is subjected to a stringent quality control procedure, and we hold ourselves to the most stringent contemporary standards for data privacy, security, and transparency. By combining our strengths, we can offer a superior cookie-free and privacy-centric advertiser solution, providing greater transparency and empowering companies to use future-proof tools to engage with online users.”
Commitment to ID-Neutral Solutions
The adoption of UID2 by Eyeota is a part of the company’s broader commitment to providing ID-neutral audience solutions that are addressable for brands and marketers active in omnichannel environments.
Industry Perspectives
According to Jay Goebel, General Manager of Data Partnerships at The Trade Desk, “Unified ID 2.0 is a premium upgrade for marketers and consumers alike because of the variety of publishers, advertisers, and data suppliers who are already transacting on it. The digital ecosystem has a bright future because to Eyeota’s standards for high-quality, scalable data.”
Source: MARTECHCUBE
