On Thursday, Publicis-owned Epsilon grew to become the newest firm to help Unified ID 2.0.

UID 2.0 is an open-source trade initiative, originated by The Commerce Desk, that goals to develop a substitute for third-party cookies by changing them with hashed or encrypted electronic mail addresses.

Particularly, Publicis purchasers can activate Epsilon’s proprietary CORE ID (which stands for Conversant One-to-One Relationship Engine, if anybody asks) towards The Commerce Desk’s demand-side platform. The Commerce Desk will develop into the unique DSP for Epsilon’s CORE ID choices and different Epsilon-owned platforms.

The CORE ID represents greater than 200 million folks tied to pseudonymous knowledge, most of which comes within the type of first-party consented transaction data from Epsilon’s purchasers and companions.

Increasing the supply of CORE ID past Epsilon’s personal platforms “will additional align the advert tech ecosystem across the particular person,” mentioned Joe Doran, Epsilon’s chief product officer.

“Third-party cookie deprecation and the IDFA has manufacturers involved a few fractured world the place they should take a number of steps backward,” Doran mentioned. “[But] you don’t have to surrender privateness for personalization – you are able to do each.”

Nevertheless, some members of the advert trade fear there’s a darkish cloud hanging over the UID 2.0 initiative. In early March, Google signaled that it could not support email-based IDs as soon as third-party cookies are phased out in Chrome.

Though Epsilon shares Google’s “perspective” on the significance of shopper privateness and the chance associated to first-party knowledge, the way in which to get there doesn’t should be via “restricted sandboxes and walled gardens,” Doran mentioned.

“Whereas Google’s announcement about email-based identifiers has brought on a stir, its replace has little affect for the manufacturers we work with,” he mentioned.

By making CORE ID out there to patrons via The Commerce Desk’s platform, they’ll have the ability to get extra attain and measure the outcomes when third-party cookies aren’t any extra. The partnership will even permit publishers within the CORE Personal Change, Epsilon’s advert alternate, to see elevated demand on CORE ID which ought to translate into greater yield.

“Interoperability is crucial for a wholesome ecosystem between promoting purchasers and their clients,” Doran mentioned. “This partnership unlocks selection for all advertisers in any activation state of affairs whereas additionally defending shopper privateness.”

Epsilon joins a rising roster of firms that help Unified ID 2.0. Right here’s an up-to-date record:

  • Xandr is integrating with UID 2.0 in order that patrons and sellers can entry the ID by way of Xandr’s programmatic shopping for platform and its advert alternate.
  • FuboTV is working with UID 2.0 companions to develop requirements and options to help CTV promoting.
  • The Washington Post will allow transactions on its web site utilizing UID 2.0 and make it out there to Zeus Efficiency publishers.
  • OpenX will help passing UID 2.0 within the bid stream.
  • Neustar will make UID 2.0 interoperable with its personal Fabrick ID.
  • Mediavine built-in UID 2.0 into its viewers engagement framework.
  • PubMatic will supply UID 2.0 as a default identifier.
  • Magnite will use UID 2.0 to facilitate RTB transactions.
  • Index Exchange will enrich bids throughout channels for publishers that use the ID.
  • Nielsen helps The Commerce Desk enhance the measurement features of UID 2.0.
  • Criteo is building the single-sign on UI for consent and privateness administration that can function UID 2.0’s consumer-facing element.
  • LiveRamp is embedding UID 2.0 into its infrastructure in order that SSPs and DSPs can bid on it.
  • And SpotX will use it to assist media homeowners generate greater CPMs and take extra management over their proprietary knowledge.