The death of third party cookies as an effective online advertising tool is 12 months away. Among the supporters of the Trade Desk-led initiative, Unified ID 2.0, SpotX is now rapidly emerging as a North Star for individual players in the industry.
After being officially unveiled in the middle of last year, SpotX Unified ID brings the number of unique outfits from 2.0 to 11. Video advertising technology experts Crito, LiveRamp, Nielsen and The Washington Post have teamed up.
Google’s dominant Chrome browser is set to be similarly ready next year, and the open source and interpersonal ID framework is designed to maintain targeted advertising in cookie-free environments, such as Apple’s Safari browser.
Unified ID allows customers to easily manage using encrypted and hashed email addresses on how to collect their personal data through a single sign-on solution with participating websites. SpotX is the first video supply-side platform (SSP) to support the standard.
RTL-owned SpotX claims that participating in Unified ID 2.0 earnings will help media owners control their proprietary data and build higher CPMs while maintaining trust with consumers. Similarly, advertisers and demand-side platforms (DSPs) will have a more holistic view of their customers in addition to the ability to monetize visitors’ data more efficiently.
SpotX’s Global Operations, Kelly McMahon, says, “One of the many benefits that Unified ID 2.0 provides is that it gives publishers the option to manage first-party data via email addresses or user logins.” It wants to learn, but it puts customers back in control. ”
Michelle Hulst, the new CEO of Trade Desk, describes in a statement how the industry has begun to “band together” and collaborate on an open-source framework – Google has announced that Chrome cookies will attract support for third parties in about a year.
Since then, the industry has emerged as a significant player in the clothing industry, such as LiveRamp, PubCommon, and ID5, with the proliferation of such advertising IDs. Speaking with Adwick last year, ID5 chief executive Matthew Roche mentioned how his company alone grew by 243% in the first quarter of 2020.