The company’s IRIS_ID, a global unique identifier for each individual video on-boarded to its data marketplace built to enable contextual intelligence and brand safety, will be interoperable with Unified ID 2.0 for video-level targeting

IRIS.TV, the leading video data platform, announced that it is supporting the industry-wide initiative to develop and deploy Unified ID 2.0. With initial development led by The Trade Desk, Unified ID 2.0 is a new open-source industry-wide approach to internet identity that preserves the value of relevant advertising, while putting user control and privacy at the forefront.

IRIS.TV is a privacy-first, neutral video data platform that connects content owner’s video data with the digital advertising ecosystem. IRIS.TV enables every video play, in every format, across any device to be relevant, addressable, and measurable. The company’s IRIS_ID, a global unique identifier for each individual video on-boarded to its data marketplace built to enable contextual intelligence and brand safety, will be interoperable with Unified ID 2.0 for video-level targeting.

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As a result, the company’s privacy-first and cookie-less solutions will support publishers by enabling them to unlock and maximize the value of their inventory, while providing marketers with unprecedented transparency into online video and Connected TV (CTV) environments.

“Digital video advertising has grown substantially in recent years, as advertisers embrace it as one of the most effective methods to win hearts and minds. IRIS.TV has been central to this growth, as a trusted driver of collaboration among publishers with data controls,” said Jeff Green, CEO and Co-Founder of The Trade Desk. “Their support of Unified ID 2.0 is a significant step in advancing the value of the open internet and increasing revenue for publishers’ inventory.”

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Unlike cookies, Unified ID 2.0 will operate across advertising channels. Advertisers will now be able to understand campaign performance across streaming TV, desktop, mobile, audio, TV apps, and devices with a single ID, creating a more powerful environment for precision, efficiency and measurement. This is critical as marketers and publishers look to reach audiences across platforms in a simple way.

“The goals of Unified ID 2.0 and IRIS.TV couldn’t be any more aligned. Both are focused on increasing the value of publishers’ content, providing tools for advertisers to buy media effectively in a post-cookie environment, and both are based on consumer privacy,” said Sean Holzman, Head of Ad Platforms at IRIS.TV. “Going forward, the IRIS_ID will add more capabilities to The Trade Desk and Unified ID 2.0, while helping to deliver higher yield for content owners in CTV and OLV.”

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