Meitu, Inc. today announced support for the Unified ID 2.0 initiative, expanding the new identity solution into Asia’s mobile dominant markets. Initially developed by The Trade Desk, Unified ID 2.0 is a new industry-wide approach to internet identity that preserves the value of relevant advertising, while putting control for consumers and privacy at the forefront. Designed from the consumer’s perspective, the ID is an upgraded alternative to third-party cookies and will be open-sourced.
Boasting over 885 million users outside of China, Meitu’s apps offer users in over 100 countries various beauty user experiences through convenient mobile in-app internet technology. This announcement lends significant support to Unified ID 2.0, which has already gained notable momentum amongst media companies and technology players globally. This integration is for Meitu’s global inventory, outside of China.
With Unified ID 2.0, Meitu will give marketers a common currency for digital advertising including mobile advertising, while aiming to allow consumers to retain transparency and control, with the ability to opt-out. Unified ID 2.0 aims to enable mobile app companies and marketers around the globe to better understand their audiences across platforms in a simple way, while giving consumers better, more personalized digital experiences.
Powered by a technology that encrypts and hashes a consumer’s email address for their protection, Unified ID 2.0 will be governed by an independent group to preserve neutrality and independence. Key elements of Unified ID 2.0 include:
- A simplified consent framework for publishers – explaining the value exchange of relevant advertising for consumers, and providing greater control for publishers
- Encrypted identification – a major upgrade over current cookie technology that will include a hashed and encrypted ID with improved accountability measures, as well as third-party audit controls
- Simple and transparent consumer controls, with the ability to manage participation
- Single sign on capabilities across the open internet – so consumers don’t have to consent repeatedly
“As one of the leading global mobile app developers, we are constantly working to maintain user privacy while empowering advertisers to make the most of their first-party data,” said Cyrion Wang, Head of Programmatic, Meitu, Inc. “Unified ID 2.0 has the potential to not only enhance our targeting capabilities, but also allow our users to experience relevant advertising. Furthermore, we have been encouraged by the global support Unified ID 2.0 has already had across the industry.”
“The collaboration around Unified ID 2.0 allows digital publishers to participate in this industry-wide initiative to pioneer a new approach to identity. Given that the global internet markets are ‘mobile first,’ we are especially thrilled to see Meitu as a leader in the mobile app space join others across the industry to address the need for an upgraded alternative to identity,” said Mitch Waters, Senior Vice President, The Trade Desk. “Unlike cookies, Unified ID 2.0 operates across advertising channels including mobile, audio, browsers, OTT/TV apps and devices with a single ID. This is critical as marketers and publishers look to understand their audience across platforms, while creating a better standard that gives consumers greater transparency and control.”
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