Optable, a software-as-a-service (SaaS) data collaboration platform and clean room solution designed for the advertising ecosystem, has announced a partnership with The Trade Desk, the world’s leading independent demand-side advertising platform (DSP), to encrypt and sync Unified ID 2.0 (UID 2.0). Pioneered by The Trade Desk, UID 2.0 is a new industry-wide approach to identity for the open internet that encourages the use of hashed and salted data to maintain the value exchange of the internet, while aiming to upgrade consumer privacy.
As part of the announcement, Optable will become a private operator of UID 2.0.
Through this integration, brands can now easily activate their first-party data, directly from the Optable clean room, in a privacy-conscious and secure environment, for improved precision and performance from their media campaigns.
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“The partnership between Optable and The Trade Desk will make it easier for brands and publishers to collaborate and leverage audience data through Unified ID 2.0 to inform media buys,” said Vlad Stesin, Chief Strategy Officer and Co-founder, Optable. “We look forward to facilitating collaboration across platforms – from running overlap analysis via clean rooms to activating audiences in The Trade Desk – to greatly improve advertisers’ ability to plan and run campaigns.”
The partnership will also benefit publishers by simplifying the deployment of UID 2.0 across their websites and applications, and will enable them to use Optable’s unique end-to-end clean room approach to keep first-party data in a secure, privacy-safe environment while enabling audience activation using UID 2.0.
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“The availability of Unified ID 2.0 on Optable represents improved security and transparency for both advertisers and publishers to deliver relevant advertising,” said Jay Goebel, General Manager of Data Partnerships, The Trade Desk. “We welcome Optable to the growing stable of companies who want to build a better advertising experience for consumers, while preserving the value exchange of the open internet.”
The partnership marks the latest milestone in Optable’s mission to securely connect the world’s audience data. By partnering with The Trade Desk and enabling UID 2.0, Optable is one step closer to facilitating frictionless collaboration and increasing accessibility to data clean rooms for both publishers and brands.
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