The Trade Desk Adds Nielsen to Unified ID 2.0 Initiative as Advertisers Seek Upgrade to Cookies

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[{"type":"text","content":" LOS ANGELES--(BUSINESS WIRE)--\nThe 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.\n\nPowered 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:\n\n\nA simplified consent framework for publishers – explaining the value exchange of relevant advertising for consumers, and providing greater control for publishers\n\n\nEncrypted 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\n\n\nSimple and transparent consumer controls, with the ability to manage participation\n\n\nSingle sign on capabilities across the open internet – so consumers don’t have to consent repeatedly\n\n\n“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.”\n\nUnlike 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.\n\n“The TV and digital worlds are colliding - to provide t...

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