Lotame Adopts UID2 to Enhance Cross-Channel Data Interoperability

Introduction

With the death of the cookie near and channels like CTV continuing to grow, advertisers’ needs for robust identity solutions are increasing. Ad tech company Lotame has adopted Unified ID 2.0 (UID2) technology to enhance cross-channel data interoperability, per details shared with Our Website. The UID2 identity solution was developed by demand-side platform The Trade Desk.

Lotame's data capabilities will now include audience activation across authenticated ad inventory in display, video and connected TV (CTV) channels. Agencies and advertisers will be able to target Lotame audiences on UID2-supported platforms. The move comes as Google began its deprecation of third-party cookies earlier this month and channels like CTV continue to grow, increasing advertisers' needs for robust identity solutions.

Insight

'With third-party cookie deprecation happening this year, every advertiser needs an identity strategy,' said Jay Goebel, vice president of data partnerships at The Trade Desk, in a statement. 'It’s companies like Lotame who are helping to ensure the future of the open internet by adopting Unified ID 2.0 to give advertisers the power to make better, data-driven decisions in their media campaigns.'

For Lotame, the move complements the company's approach to addressability in both authenticated and non-authenticated environments with its Panorama ID, giving it an opportunity to scale audience activations across all channels, according to Eli Heath, Lotame's head of identity, who called the development a 'game-changer.' Central to the promise of UID2 and The Trade Desk's value proposition is its efficacy in highly addressable CTV environments where consumers will spend more than two hours per day by 2025 — more than double the time spent on desktop — according to an eMarketer estimate cited in press materials.

The Trade Desk continues to build support for UID2, which has been adopted by publishers including Disney, Warner Bros. Discovery and NBCUniversal, retail media networks from Walmart and Albertsons and major marketers Unilever and Procter & Gamble. UID2 is expected to be one of the many tools marketers will use to make up for the signal loss caused by the death of third-party cookies. Lotame's Heath described the need for multiple tools as a 'basket approach' in a previous interview with Our Website.

Conclusion

The adoption of UID2 by Lotame marks a significant step in addressing the challenges posed by the deprecation of third-party cookies. With the support of industry players like The Trade Desk, UID2 is poised to become a key tool for marketers in navigating the evolving digital advertising landscape. As channels like CTV continue to gain traction, the need for robust identity solutions has never been greater, and Lotame's adoption of UID2 is a testament to its commitment to empowering advertisers with effective and data-driven solutions.

The future of digital advertising lies in the ability to effectively target and engage audiences across various channels, and UID2 represents a crucial advancement in achieving this goal. With the shift towards more addressable CTV environments, the efficacy of UID2 in reaching and activating audiences presents a promising outlook for the industry. As marketers embrace the 'basket approach' of utilizing multiple tools, UID2 emerges as a pivotal component in the arsenal of solutions to address the signal loss caused by the demise of third-party cookies.