KEY SOUTHEAST ASIA OVER-THE-TOP PLAYERS ANNOUNCE UNIFIED ID2.0 SUPPORT

KUALA LUMPUR, Dec 10 (Bernama) -- Global advertising leader, The Trade Desk has announced the expansion of the Unified ID 2.0 initiative into the Southeast Asia market as leading over-the-top (OTT) players announce their support.

Initially developed by The Trade Desk, Unified ID 2.0 is a new, privacy-conscious identifier built from hashed and encrypted email addresses.

Designed from the consumer’s perspective, Unified ID 2.0 is a new industry-wide approach to internet identity, aiming to preserve the value of relevant advertising, while putting control for consumers and privacy at the forefront.

Leading OTT players in Southeast Asia have prioritised the use of Unified ID 2.0 to preserve the free flow of content in exchange for relevant advertising including regional OTT platforms iQiyi, TrueID, WeTV/iflix; FPT Play and VTV Giai Tri (VTVE) in Vietnam; and Indonesia’s largest local OTT platform, Vidio.

Unified ID 2.0 empowers publishers to pseudonymise their first-party data and allows for advertisers to optimise their first-party customer data and measure their media investments without third-party cookies.

Unified ID 2.0 has already gained widespread adoption across the media industry globally, including from data companies and major advertising holding companies. It’s also seen momentum with publishers by providing an opportunity for them to further prove the value exchange of the open internet.

Key benefits for publishers may include strategy, independence and better consumer experience.

“The collaboration around Unified ID 2.0 allows digital publishers to participate in this industry-wide initiative to pioneer a new approach to identity. We are especially thrilled to see momentum from OTT players in the Southeast Asia region,” said Bihao Pan, Lead Senior Director, Inventory Partnerships, The Trade Desk in a statement.

“Together, we are all creating a better, more privacy-conscious open internet across devices and platforms. We’re excited for continued adoption as the ID scales and grows further, while aiming to give consumers greater transparency and control.”

Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific.

-- BERNAMA