Blockgraph and The Trade Desk Announce Integration Plan to Securely Activate First-Party Data Via Unified ID 2.0 Across Convergent TV Platforms

Integration aims to allow advertisers to target audiences across linear, connected, and addressable TV advertising in a privacy-conscious way

Blockgraph, the only Identity Operating System (IDoS) purpose-built for the TV ecosystem and with a commitment to privacy, today announced that it plans to work with The Trade Desk to facilitate first-party Unified ID 2.0 audience targeting into convergent TV advertising. Unified ID 2.0 is a new industry-wide approach to internet identity that preserves the value of relevant advertising, while putting user control and privacy at the forefront. The planned integration will enable advertisers to plan, purchase and measure campaigns across the multi-platform convergent TV landscape with cohesion and simplicity in a way that puts privacy first.

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Blockgraph is owned by Charter Communications, Inc., Comcast NBCUniversal, and ViacomCBS, Inc. and is committed to creating a better, safer and more sustainable, convergent TV advertising ecosystem. Through the use of Blockgraph’s IDoS, marketers are empowered to identify audiences in a privacy-first way across all forms of TV. In concert with Unified ID 2.0, Blockgraph aims to bring together digital and TV inventory to create a comprehensive cross-platform programmatic TV ad solution that puts data protection at the fore.

The Unified ID 2.0 initiative is aligned with Blockgraph’s common principles that put consumer data protection at the core of every solution. Blockgraph’s common principles include providing a set of neutral household and individual identifiers that can be applied across both TV and digital platforms to authenticate audiences without sharing consumers’ personally identifiable information. The planned integration, by using Blockgraph’s IDoS in combination with Unified ID 2.0, aims to provide transparency to users, in addition to offering a common currency to reach and measure audiences across publishers, platforms, and devices, all at scale.

“This partnership is an important step forward for us and for the industry,” said Rob Klippel, Senior Vice President, Advanced Advertising Products and Strategy, Spectrum Reach. “With Blockgraph’s IDoS in combination with Unified ID 2.0, we can further facilitate aggregated and de-identified first party data-based audience solutions on our cross-platform TV inventory in a way that is 100% privacy compliant.”

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“We are focused on bringing multi-screen, audience-based solutions to advertisers in more automated ways,” said James Rooke, General Manager, Effectv. “We look forward to innovating with partners like Blockgraph and The Trade Desk to ensure that marketers can execute their campaigns using advanced, data-driven approaches in a way that solves for the necessary consumer privacy and publisher data protections so as to future proof both our business and the industry.”

“We are committed to building solutions with like-minded partners that share our principles and facilitate audience-based advertising in ways that are future-forward and privacy-focused,” said Jason Manningham, CEO, Blockgraph. “The unique combination of Unified ID 2.0 and Blockgraph will allow advertisers to quickly and seamlessly execute campaigns with 100% data control and protection cohesively across all digital and TV platforms.”

“Advertisers are looking to deliver a relevant, high-quality advertising experience in a privacy-conscious way, that preserves the value exchange of the internet,” said Michelle Hulst, Chief Operating Officer, The Trade Desk. “As we look to further integrate Unified ID 2.0 into the TV ecosystem with partners like Blockgraph, Charter, Comcast and ViacomCBS, we’re making this a reality for advertisers with an open-source, interoperable identity solution that puts the consumer in the driver’s seat. In doing so, we’ll help brands reach audiences at scale and help enable this new golden age of TV.”

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