The Unified ID of the Commerce Desk counts SpotX as an extra supporter


The decline of the third-party cookie as an effective online advertising medium is 12 months away. The Unified ID 2.0 initiative, led by Trade Desk, is quickly becoming a north star for the independent players in the industry. SpotX is now one of its supporters.

SpotX increases the number of independent outfits that support Unified ID 2.0 to 11 after it was officially launched in the middle of last year. The video ad tech specialist is part of Criteo, LiveRamp, Nielsen and The Washington Post.

The open source and interoperable ID framework is designed to maintain targeted advertising in cook-free environments like Apple's Safari browser. Google's dominant Chrome browser is expected to do the same for the next year.

Unified ID uses encrypted and hashed email addresses so that consumers can easily manage how their personal information is collected through a single sign-on solution with participating websites. SpotX is one of the first video supply-side platforms (SSP) to support the standard.

RTL's SpotX said using Unified ID 2.0 will help participating media owners gain more control over their proprietary data and generate higher CPMs while maintaining consumer confidence. Similarly, advertisers and demand-side platforms (DSP) get a more holistic view of their customers, as well as the ability to use audience data more efficiently.

"One of the many benefits of Unified ID 2.0 is that it gives publishers options for managing first-party data through email addresses or user logins," said Kelly McMahon, SVP, global operations at SpotX. "This gives control back to consumers when they want to unsubscribe or see exactly how their data is being used."

In a statement, Michelle Hulst, The Trade Desk's new COO, described how the industry is starting to unite and collaborate on the open source framework – almost a year to the day Google announced it would be getting third party support Cookies in Chrome.

Since then, the industry has seen a surge in such promotional IDs, with outfits like LiveRamp, PubCommon, and ID5 emerging as notable players in the field. Speaking to Adweek last year, ID5 CEO Mathieu Roche noted that his company grew 243% in the first quarter of 2020 alone.


Jeffrey Rabinowitz