An array of environment individuals have actually signed on to support the initiative since October 2020, when The Trade Desk first started lining up partners in earnest.
Ever since, beta tests began in March in the United States, so that marketers might begin negotiating on impressions utilizing UID2 IDs.
In May, TTD devoted the complete open-source code base for Unified ID 2.0 to the Partnership for Responsible Addressable Media Technical Working Group, which is run by the IAB Tech Lab. (Thats a mouthful.).
There are big concerns looming about the viability of email-based IDs.
Google, for instance, came out versus email-based IDs in early March. “We dont think these solutions will satisfy rising consumer expectations for privacy, nor will they withstand rapidly evolving regulatory limitations, and therefore arent a sustainable long-term investment,” wrote David Temkin, Googles director of item management for ads privacy and trust, in an article referring specifically to “PII charts based upon individualss e-mail addresses.”.
Google clearly has a group of horses galloping in this race, but there is a valid point to be made about the sustainability of any option that does not fulfill customer expectations.
According to research performed by The Trade Desk and YouGov Canada back in June, 79% of Canadians say they d like to better understand what information is collected about them as they search online and how their email addresses are being used when they check in to a site.
Read between the lines, and that suggests the huge majority of Canadians (and one could easily theorize this to customers no matter nation or geographical region) do not have a solid grasp on how their data is being gathered and used.
Click here for a fast catch-me-up on the Unified ID 2.0 effort.

Oh, (beta screening in) Canada.
On Thursday, The Trade Desk said that live beta testing of Unified ID 2.0 is now underway in Canada.
Some existing UID2 partners are assisting to shepherd the test, consisting of Index Exchange, Magnite, Publicis, Omnicom Media Group and IPGs Kinesso. (Kinesso is among 2 “closed operators” for UID2 that will have the ability to use first-party information to encrypt and develop UID2 identifiers. The other closed operator is IPG-owned Acxiom.).
New partners supporting the Canadian beta testing stage include Comscore Canada, online Canada-based classified ad site Kijiji (which is part of the eBay Classified Group) and Rogers, among Canadas biggest cable and wireless companies.
Rogers likewise declares to be the largest company of “premium content” through CTV services in Canada, according to Al Dark, SVP of profits at the Rogers subsidiary focused on mass media and sports properties.
Unified ID 2.0 is a cumulative industry effort, spearheaded by The Trade Desk, to develop an email-based alternative to third-party cookies.

Some existing UID2 partners are assisting to shepherd the test, including Index Exchange, Magnite, Publicis, Omnicom Media Group and IPGs Kinesso. (Kinesso is one of two “closed operators” for UID2 that will be able to utilize first-party data to produce and secure UID2 identifiers. The other closed operator is IPG-owned Acxiom.).

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