NEW YORK, Oct. 28, 2020 /PRNewswire/ -- Criteo S.A.
(NASDAQ: CRTO), the global technology company powering the world's
marketers with trusted and impactful advertising, today announced
that it is collaborating with advertising technology leader, The
Trade Desk (NASDAQ: TTD), on the Unified ID 2.0 initiative. Criteo
will provide the sign-on solution and codevelop the transparency
portal in Unified ID 2.0. The transparency portal will enable
consumers to have unprecedented control over their advertising
experience. Both companies will start testing this concept with
publishers and other industry partners this November and
December.
With this announcement, two of the largest demand side
advertising platforms are working together to help drive the future
of consumer identity and privacy on the open internet.
Unified ID 2.0 is a new approach to identity that represents an
upgrade to third-party cookies, preserves the value exchange of
advertising on the open internet, while providing improved consumer
controls. The structure of Unified ID 2.0 was outlined as part of
IAB Tech Lab's Project Rearc, with The Trade Desk developing
initial product code. Unified ID 2.0 will be open source,
interoperable, non-commercial and administered by an independent
organization.
Megan Clarken, Chief Executive
Officer of Criteo said: "Our goal has always been to create a safe
and viable open internet ecosystem for consumers, publishers and
advertisers. We are excited to collaborate with The Trade Desk and
work in lockstep with other industry partners to build a
multi-faceted, united solution for scaled adoption that's truly
people-first."
With this move, Criteo will be incorporating key elements of its
User-Centric Ad ID solution to Unified ID 2.0. During Criteo's Q2
financial earnings call, the company announced it was working on a
"revocable identification system," now called a User-Centric Ad ID.
The User-Centric Ad ID includes a portal in which consumers could
access their privacy profile and update their ad targeting
preferences across web browsers and apps.
"This year, it has become clear that the advertising technology
industry needs to come together to develop a better alternative to
third-party cookies – one that's more secure, one that better
explains the value exchange of the internet to consumers, and one
that improves consumer controls," said Jeff
Green, Co-Founder and Chief Executive Officer, The Trade
Desk. "This collaboration with Criteo is a major step forward in
this industrywide approach, bringing two of the largest demand side
players together, even as we compete in our everyday
business. This partnership represents undeniable
momentum as the industry collaborates on
an upgrade to replace the third-party cookie."
About Criteo
Criteo (NASDAQ: CRTO) is the global technology company powering the
world's marketers with trusted and impactful advertising. 2,600
Criteo team members partner with over 20,000 customers and
thousands of publishers around the globe to deliver effective
advertising across all channels, by applying advanced machine
learning to unparalleled data sets. Criteo empowers companies of
all sizes with the technology they need to better know and serve
their customers. For more information, please visit
www.criteo.com.
About The Trade Desk
The Trade Desk™ is a technology
company that empowers buyers of advertising. Through its
self-service, cloud-based platform, ad buyers can create, manage,
and optimize digital advertising campaigns across ad formats and
devices. Integrations with major data, inventory, and publisher
partners ensure maximum reach and decisioning capabilities, and
enterprise APIs enable custom development on top of the platform.
Headquartered in Ventura, CA, The
Trade Desk has offices across North
America, Europe, and
Asia Pacific. To learn more, visit
thetradedesk.com or follow us on Facebook, Twitter, and
LinkedIn.
Contact: Jessica Meyers,
Director, PR, Americas, j.meyers@criteo.com
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SOURCE Criteo