Amperity, the #1 enterprise Customer Data Platform (CDP) for consumer brands, today announced that it supports the Unified ID 2.0 (UID 2.0) initiative, a collaborative and soon-to-be open-source framework for cookieless media. Amperity has prioritized the use of Unified ID 2.0 to enable brands to retrieve and store Unified ID 2.0 identifiers against their first-party customer data to allow advertisers to maximize reach and accurately target, optimize, and measure their media investments without third-party cookies.

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“Unified ID 2.0 has quickly emerged as one of the leading foundations for targeted media, spearheading the transition to an identity-based approach that puts the consumer in control,” said Derek Slager, CTO and co-founder of Amperity. “Amperity’s goal is to provide our customers with the most direct connection between their own first-party data and the identifiers like Unified ID 2.0 that will power the next phase of targeted media, all with consumer privacy in mind.”

Initially developed by The Trade Desk, Unified ID 2.0 provides an alternative to third-party cookies in the form of a privacy-conscious identifier tied to encrypted email addresses. Unified ID 2.0 will soon be submitted to IAB’s Tech Lab to allow the digital framework to be open-source. The initiative has gained rapid adoption across the advertising ecosystem, among publishers, buyers, and technology providers.

“As identity-based solutions become the cornerstone of our industry, advertisers’ first-party customer data becomes a critical pillar to successfully plan digital ad campaigns,” said Bill Michels, GM of Product at The Trade Desk. “Unified ID 2.0 will help brands, including those who work with Amperity, target their marketing based on their best customer insights.”

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