New York, NY, June 12, 2023 – Eyeota, a Dun & Bradstreet company and the global data source for digital marketing, today announced the activation of Unified ID 2.0 (UID2).

Today’s digital advertising landscape relies heavily on third-party cookies; However, as the cookie-free future approaches, Eyeota has embraced UID2, pioneered by The Trade Desk, to create more sustainable audience segments for targeting and measurement while protecting consumer privacy. This adoption will create more meaningful and relevant ads, increase revenue for premium content platforms, and enable transparent, privacy-conscious workflows and data transfer for measurement.

UID2 is a cutting-edge initiative that preserves addressable advertising while improving consumer privacy. Transactions on UID2 help build a more reliable and transparent way forward, in line with Eyeota’s emphasis on data privacy and transparency. UID2 technology provides a way to hash, salt, and encrypt email into an identifier that allows advertisers, publishers, and other UID2 participants to transact more securely using first-party data.

“By integrating UID2, we can provide an additional layer of data privacy and trust to our customers and help them better prepare for the post-cookie future,” said Kristina Prokop, General Manager of Audience Solutions at Dun & Bradstreet and co-founder. from Eyota. “Our data goes through a rigorous quality control process, and we adhere to the highest modern standards for data privacy, security and transparency. By leveraging our combined capabilities, we can deliver a superior privacy-centric, cookie-less advertising solution, enabling greater transparency and empowering brands to use future-proof solutions to engage with digital consumers.

Eyeota’s adoption of UID2 is part of its broader commitment to providing ID-agnostic audience solutions that are interoperable and addressable for brands and advertisers operating in omnichannel environments.

“Unified ID 2.0 is a premium upgrade for advertisers and consumers because of the range of publishers, advertisers and data providers already transacting,” said Jay Goebel, general manager of partnerships at data, The Trade Desk. “Eyeota’s standards for scalable data and quality reflect a bright future for the digital ecosystem.”

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