The Trade Desk Adds Nielsen to Unified ID 2.0 Initiative as Advertisers Seek Upgrade to Cookies
November 02 2020 - 8:00AM
Business Wire
The Trade Desk (NASDAQ: TTD) today announced that Nielsen (NYSE:
NLSN) is supporting the industry-wide initiative to develop and
deploy Unified ID 2.0. With initial development led 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 user control and privacy at the forefront. The ID is an
upgrade and an alternative to third-party cookies.
Powered by a secured technology that encrypts and hashes a
consumer’s email address for their protection, the solution will be
open source, interoperable and non-commercial. Unified ID 2.0 will
be governed by an independent group to preserve neutrality. 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
“Nielsen represents the gold standard in media data and
measurement. Their support of Unified ID 2.0 is a significant step
in advancing the value of the open internet,” said Jeff Green, CEO
of The Trade Desk. “As consumers embrace connected devices more
than ever and TV becomes fully digitized, advertisers are looking
for a new approach to identity that helps them measure across
platforms in a way that puts the consumer in control. With
industry-wide collaboration, Unified ID 2.0 accomplishes these
objectives while preserving the value exchange of relevant
advertising.”
Unlike cookies, Unified ID 2.0 will operate across advertising
channels. Advertisers will now be able to understand campaign
performance across streaming TV, browsers, mobile, audio, TV apps
and devices with a single ID, creating a stronger environment for
precision and measurement. This is critical as marketers and
publishers look to understand their audience across platforms in a
simple way.
“The TV and digital worlds are colliding - to provide the market
with cross-media measurement that actually drives transactions, the
industry needs to align on a common way to share and protect data,”
said David Kenny, CEO at Nielsen. “At Nielsen, our approach to
cross-media measurement requires an approach that puts consumer
privacy at the core. We believe an open source model promotes
inclusivity and transparency, which are critical factors in gaining
industry adoption. We support The Trade Desk in developing the
industry-leading Unified ID 2.0 approach to help drive industry
alignment and market efficiency with consumer transparency.”
For more information on the current state of the Unified ID 2.0,
please visit the Unified ID solution site.
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, LinkedIn and YouTube.
About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and
data analytics company that provides the most complete and trusted
view available of consumers and markets worldwide. Nielsen is
divided into two business units. Nielsen Global Media provides
media and advertising industries with unbiased and reliable metrics
that create a shared understanding of the industry required for
markets to function. Nielsen Global Connect provides consumer
packaged goods manufacturers and retailers with accurate,
actionable information and insights and a complete picture of the
complex and changing marketplace that companies need to innovate
and grow. Our approach marries proprietary Nielsen data with other
data sources to help clients around the world understand what’s
happening now, what’s happening next, and how to best act on this
knowledge. An S&P 500 company, Nielsen has operations in over
90 countries, covering more than 90% of the world’s population. For
more information, visit www.nielsen.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20201102005296/en/
Melinda Zurich The Trade Desk
melinda.zurich@thetradedesk.com
Sarah Muratore Nielsen sarah.muratore@nielsen.com
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