Adsquare, the global audience and location intelligence company, will collaborate with Unified ID 2.0 to offer precision and measurement solutions for programmatic media buyers and publishers.
Unified ID 2.0 is a new common currency and connective tissue across digital media for the open internet. The ID represents an upgrade to legacy identity solutions. Initially developed by The Trade Desk, Unified ID 2.0 is a soon-to-be open source, industry-wide initiative spanning hundreds of collaborative partners that operate across the open internet.
The ID solution is based on hashed email addresses and phone numbers for use as an identifier for precise ad buying and measurement. Once fully integrated, marketers will be able to activate Adsquare’s audience segments and measure the effectiveness of campaigns connected to Unified ID 2.0 on any collaborating buying platform. Unified ID 2.0 is first rolled out in the United States where it’s currently in beta.
Tom Laband, CEO and co-founder of Adsquare, says: “Our technology allows us to enrich any identifier that is passed along by the supply side as part of a bid request with meaningful data for best campaign results. Therefore, we’re pleased to be part of Unified ID 2.0 and shape the privacy-friendly future of the ad tech ecosystem.“
David Danziger, VP of data partnerships at The Trade Desk comments: “Unified ID 2.0 represents a new, more effective path to connect across digital mediums on the open internet to preserve the quid pro quo of media, which is free content in exchange for relevant advertising. We welcome Adsquare to the growing stable of companies who are joining this important initiative.”
Adsquare is the global audience & location intelligence company helping marketers to understand consumers by connecting their digital and physical worlds. We do this by leveraging audience and location data to reveal consumer behaviour. These insights enable companies to better target and engage with their audiences and to measure marketing effectiveness.
Advertising the currency that makes most digital media possible wasn’t working. Marketers didn’t have access to the data they needed to plan, forecast, and place media effectively. Content creators and publishers had a hard time monetizing their platforms. So our founders set out to create something different an independent media-buying platform focused solely on the buy side. One that puts the success of our clients first, empowering advertisers with data, transparency, and precision to reach the right audience anywhere. And in turn, helps power the content that fuels the free and open internet.