{"id":383268,"date":"2020-11-17T12:03:23","date_gmt":"2020-11-17T17:03:23","guid":{"rendered":"http:\/\/www.marketnewsdesk.com\/?p=383268"},"modified":"2020-11-17T12:03:23","modified_gmt":"2020-11-17T17:03:23","slug":"pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\/","title":{"rendered":"PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies"},"content":{"rendered":"<div class=\"mw_release\">\n<p align=\"left\">REDWOOD CITY, Calif., Nov.  17, 2020  (GLOBE NEWSWIRE) &#8212; <a href=\"https:\/\/www.globenewswire.com\/Tracker?data=9HnQ8FzI_PavJqI9UbJoTPVHOdPxSWTw36eHIQ7sPZPWxUKt7Gmm3V50HIqNN9lvq_HF7ketKtNCCQuJsKoe5Q==\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">PubMatic<\/a>, the sell-side platform that delivers superior outcomes for digital advertising, today announced its support for Unified ID 2.0. Developed by advertising technology leader <a href=\"https:\/\/www.globenewswire.com\/Tracker?data=6JLvPICgACt25zzyjb5uvBtJBhxSuWsZRAXoj_YdmI69VD2W9zYNyjfGOqS-AYNoIKWdBEviyu7YwdauFaHRkwUxGFfobNuO2AWUeCP-6d4=\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">The Trade Desk<\/a>, Unified ID 2.0 is an open source, interoperable alternative to third-party cookies.\u00a0Advertisers and publishers who work with both PubMatic and The Trade Desk will benefit from the scale on both the demand and\u00a0sell-side\u00a0with Unified ID 2.0.<\/p>\n<p>This partnership establishes Unified\u00a0ID 2.0 as a default identity offering to more than 180 publishers using PubMatic\u2019s Identity Hub solution.\u00a0Unified ID 2.0\u00a0can be enabled\u00a0by publishers\u00a0with a single click\u00a0via PubMatic\u2019s Identity\u00a0Hub, and\u00a0will pave the way for PubMatic publishers to\u00a0seamlessly\u00a0implement a\u00a0leading\u00a0privacy-first identity solution\u00a0to increase yield and revenue.\u00a0\u00a0<\/p>\n<p>\u201cOur support of Unified ID 2.0 builds on the longstanding cooperation PubMatic and The Trade Desk have had as two of the leaders in advertising on the\u00a0open\u00a0internet,\u201d said Andrew Baron, VP of Marketplace at PubMatic. \u201cPubMatic is committed to\u00a0scaling up\u00a0cookieless\u00a0identity\u00a0solutions\u00a0to\u00a0help drive superior outcomes for our customers.\u00a0With Unified ID 2.0, The Trade Desk brings tremendous advertiser\u00a0and agency\u00a0scale to our growing list of Identity Hub\u00a0publishers.\u201d\u00a0<\/p>\n<p>Unified ID 2.0 is a new approach to identity that represents an improvement to third-party cookies, preserving the value exchange of advertising on the open internet, while providing improved consumer\u00a0privacy\u00a0controls. Unified ID 2.0 is non-commercial, open source, interoperable, and will be administered by an independent organization.<\/p>\n<p>\u201cUnified ID 2.0 represents a collaborative effort among open internet industry leaders to create a new model of identity that benefits consumers, advertisers and publishers,\u201d said Dave Pickles, Co-Founder and CTO, The Trade Desk. \u201cWorking with supply-side leaders such as PubMatic, we will help bring publishers an identity solution that offers transparency and interoperability that preserves the value of relevant advertising for them, while improving control for their consumers.\u201d<br \/>\u00a0\u00a0<br \/>&#8220;Programmatic advertising has become such a prominent revenue source for so many publishers, that a sustainable identity solution beyond the third-party cookie is paramount to keeping a free and open internet,&#8221; said\u00a0Mediavine\u00a0CEO Eric Hochberger. \u201cWe see Unified ID 2.0 as the next evolution of the third-party cookie for the advertising industry, and we\u2019re excited to partner with PubMatic and The Trade Desk to begin testing and transacting prior to the upcoming Google Chrome changes.\u201d\u00a0<\/p>\n<p>\n        <strong>About PubMatic<\/strong>\u00a0<br \/>PubMatic delivers superior revenue to publishers by being an SSP of choice for agencies and advertisers. PubMatic\u2019s cloud infrastructure platform for digital advertising empowers\u00a0app developers and publishers to increase monetization while enabling media buyers to drive return on investment by reaching and engaging their target audiences in brand-safe, premium environments across ad formats and devices. Since 2006, PubMatic has been expanding its owned and operated global infrastructure and continues to cultivate programmatic innovation. Headquartered in Redwood City, California, PubMatic operates 14 offices and eight data centers worldwide.\u00a0<\/p>\n<p>\n        <strong>About\u00a0The\u00a0Trade Desk<\/strong>\u00a0<br \/>The Trade Desk\u2122 is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit\u00a0<a href=\"https:\/\/www.globenewswire.com\/Tracker?data=cdCbKxv1YjPALu-o64w_2ZSzims1LlyvM6jKWbidk9AzfIkf2qK1xjrt5-Tl37QZlemXqGqBByhyPnqgQYY3Sg==\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><u>thetradedesk.com<\/u><\/a>\u00a0or follow us on\u00a0<a href=\"https:\/\/www.globenewswire.com\/Tracker?data=oS-C5s17rGstC6TXzHfqn1WBM6QjN-myCyADiwuIZbHDYXZ5_eSGPBIeiiHgGFfd4bIEN1_aYlD-pbksC72SwNMTxLbutyu8Q5D9J4OG_5c=\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><u>Facebook<\/u><\/a>,\u00a0<a href=\"https:\/\/www.globenewswire.com\/Tracker?data=xXrjkxmUMul4Yu84iAhSpXqhbC-R2y27ZrJgzPYPJvk-aNZFdFmvd0PqVpUYHC9ist9ZINIRh-a36xV3Oxg1jw==\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><u>Twitter<\/u><\/a>, and\u00a0<a href=\"https:\/\/www.globenewswire.com\/Tracker?data=DPqolVIcTBdllpbJI3GSEoRb2cgCCMW7W-vJJr2Vr2E9SdObWo_tXRDVhUwK0UwmoYwdSSdrAB80HAnY5Fu9l9dKxPL2c-ZudpZRHDsn08k=\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><u>LinkedIn<\/u><\/a>.\u00a0<\/p>\n<p>\n        <strong>Press Contact:<\/strong>\n      <\/p>\n<p>Broadsheet Communications for PubMatic<br \/>pubmaticteam@broadsheetcomms.com<br \/>(917) 826-1103<\/p>\n<p>      <img loading=\"lazy\" decoding=\"async\" class=\"__GNW8366DE3E__IMG\" src=\"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=ODA4NzgwNSMzODMxOTEwIzIwOTk4NDk=\" width=\"1\" height=\"1\" \/><br \/>\n      <br \/>\n      <img loading=\"lazy\" decoding=\"async\" class=\"__GNW8366DE3E__IMG\" src=\"https:\/\/ml.globenewswire.com\/release\/track\/77950125-cff1-483c-841d-b6517ce514bc\" width=\"1\" height=\"1\" \/>\n    <\/div>\n<div class=\"mw_contactinfo\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>REDWOOD CITY, Calif., Nov. 17, 2020 (GLOBE NEWSWIRE) &#8212; PubMatic, the sell-side platform that delivers superior outcomes for digital advertising, today announced its support for Unified ID 2.0. Developed by advertising technology leader The Trade Desk, Unified ID 2.0 is an open source, interoperable alternative to third-party cookies.\u00a0Advertisers and publishers who work with both PubMatic and The Trade Desk will benefit from the scale on both the demand and\u00a0sell-side\u00a0with Unified ID 2.0. This partnership establishes Unified\u00a0ID 2.0 as a default identity offering to more than 180 publishers using PubMatic\u2019s Identity Hub solution.\u00a0Unified ID 2.0\u00a0can be enabled\u00a0by publishers\u00a0with a single click\u00a0via PubMatic\u2019s Identity\u00a0Hub, and\u00a0will pave the way for PubMatic publishers to\u00a0seamlessly\u00a0implement a\u00a0leading\u00a0privacy-first identity solution\u00a0to increase yield and revenue.\u00a0\u00a0 \u201cOur support of &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-383268","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"REDWOOD CITY, Calif., Nov. 17, 2020 (GLOBE NEWSWIRE) &#8212; PubMatic, the sell-side platform that delivers superior outcomes for digital advertising, today announced its support for Unified ID 2.0. Developed by advertising technology leader The Trade Desk, Unified ID 2.0 is an open source, interoperable alternative to third-party cookies.\u00a0Advertisers and publishers who work with both PubMatic and The Trade Desk will benefit from the scale on both the demand and\u00a0sell-side\u00a0with Unified ID 2.0. This partnership establishes Unified\u00a0ID 2.0 as a default identity offering to more than 180 publishers using PubMatic\u2019s Identity Hub solution.\u00a0Unified ID 2.0\u00a0can be enabled\u00a0by publishers\u00a0with a single click\u00a0via PubMatic\u2019s Identity\u00a0Hub, and\u00a0will pave the way for PubMatic publishers to\u00a0seamlessly\u00a0implement a\u00a0leading\u00a0privacy-first identity solution\u00a0to increase yield and revenue.\u00a0\u00a0 \u201cOur support of &hellip; Continue reading &quot;PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-17T17:03:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=ODA4NzgwNSMzODMxOTEwIzIwOTk4NDk=\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies\",\"datePublished\":\"2020-11-17T17:03:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\\\/\"},\"wordCount\":591,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.globenewswire.com\\\/newsroom\\\/ti?nf=ODA4NzgwNSMzODMxOTEwIzIwOTk4NDk=\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\\\/\",\"name\":\"PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies - 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Market Newsdesk","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-joins-industry-wide-unified-id-2-0-initiative-for-an-alternative-to-third-party-cookies\/","og_locale":"en_US","og_type":"article","og_title":"PubMatic Joins Industry-wide Unified ID 2.0 Initiative for an Alternative to Third-Party Cookies - Market Newsdesk","og_description":"REDWOOD CITY, Calif., Nov. 17, 2020 (GLOBE NEWSWIRE) &#8212; PubMatic, the sell-side platform that delivers superior outcomes for digital advertising, today announced its support for Unified ID 2.0. Developed by advertising technology leader The Trade Desk, Unified ID 2.0 is an open source, interoperable alternative to third-party cookies.\u00a0Advertisers and publishers who work with both PubMatic and The Trade Desk will benefit from the scale on both the demand and\u00a0sell-side\u00a0with Unified ID 2.0. 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