Perion Network Ltd. , a leader in advanced technology solving for the complexities of modern advertising, announced its adoption of Unified ID 2.0 (UID2). The identifier allows advertisers to target the right audiences effectively across devices without compromising user trust. Powering the tool through global advertising technology leader The Trade Desk, Perion’s adoption of UID2 emphasizes the Perion One strategy and reinforces our commitment to simplifying digital marketing, enhancing advertising effectiveness, and prioritizing user needs.

UID2 converts first-party data, such as an email or mobile number, into a hashed and salted identifier. This protects personally identifiable information (PII) while enabling effective and personalized programmatic advertising. As privacy regulations evolve, this solution empowers publishers, advertisers, and digital advertising platforms to harness first-party data, enabling authenticated audience targeting and precise campaign measurement.

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Working alongside Perion’s proprietary technologies, including SORT®, UID2 enhances audience verification and targeting capabilities. This demonstrates Perion’s dedication to comply with responsible data practices and deliver relevant ads to authenticated audiences. It also ensures future readiness in adapting to the challenges of an uncertain cookieless world, while fostering collaboration with industry leaders through UID2’s open-source framework.

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“Our adoption of Unified ID 2.0 aligns seamlessly with Perion’s mission to connect the dots between data, creative, and channels in an advertising environment that emphasizes transparency,” said Tal Jacobson, CEO of Perion. “Embracing this solution not only underscores our strategic partnerships with top-tier advertising technology partners like The Trade Desk but also equips our customers with advanced, easy-to-use solutions that co-exist alongside our proprietary technologies and solutions within our Perion One platform.”

“Partnering with Perion, we’re expanding their future-proof offerings for advertisers to include Unified ID 2.0,” said Jaime Nash, Director of Product Marketing at The Trade Desk. “With an audience-first approach, we are helping advertisers drive more relevant and impactful campaigns while prioritizing consumer data safety that still delivers personalized ad experiences.”