New York, NY, June 12, 2023 — 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.”
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