- Ad tech company Lotame has adopted Unified ID 2.0 (UID2) technology to boost cross-channel data interoperability, per details shared with Marketing Dive. The UID2 identity solution was developed by demand-side platform The Trade Desk.
- Lotame’s data capabilities will now include audience activation across authenticated ad inventory in display, video and connected TV (CTV) channels. Agencies and advertisers will have the option to focus on Lotame audiences on UID2-supported platforms.
- The move comes as Google began its deprecation of third-party cookies earlier this month and channels like CTV proceed to grow, increasing advertisers’ needs for robust identity solutions.
Lotame adopting UID2 is the primary major move to follow Google’s deprecation of cookies for one percent of Chrome users, which kicked off on Jan. 4. Interoperability between Lotame’s data sets and platforms that use UID2 is one other boost for one among the leading alternative ID tools which have emerged lately.
“With third-party cookie deprecation happening this 12 months, every advertiser needs an identity strategy,” said Jay Goebel, vice chairman of information partnerships at The Trade Desk, in an announcement. “It’s corporations like Lotame who’re helping to make sure the long run of the open web by adopting Unified ID 2.0 to present advertisers the facility to make higher, data-driven decisions of their media campaigns.”
For Lotame, the move complements the corporate’s approach to addressability in each authenticated and non-authenticated environments with its Panorama ID, giving it a chance to scale audience activations across all channels, in keeping with Eli Heath, Lotame’s head of identity, who called the event a “game-changer.”
Central to the promise of UID2 and The Trade Desk’s value proposition is its efficacy in highly addressable CTV environments where consumers will spend greater than two hours per day by 2025 — greater than double the time spent on desktop — in keeping with an eMarketer estimate cited in press materials.
The Trade Desk continues to construct support for UID2, which has been adopted by publishers including Disney, Warner Bros. Discovery and NBCUniversal, retail media networks from Walmart and Albertsons and major marketers Unilever and Procter & Gamble.
UID2 is anticipated to be one among the numerous tools marketers will use to make up for the signal loss brought on by the death of third-party cookies. Lotame’s Heath described the necessity for multiple tools as a “basket approach” in a previous interview with Marketing Dive.
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