Publicis Groupe struck a take care of advert tech agency The Commerce Desk to make sure its shoppers can proceed to focus on prospects in a post-cookie world. 

The deal will carry collectively Commerce Desk’s Unified ID 2.0 with CORE ID, the ID resolution from Publicis’ advert tech unit Epsilon. CORE ID will now be interoperable with Unified ID 2.0, permitting the 2 options to share collected info on customers and higher confirm audiences. 

The transfer unites two identification options that had been beforehand in competitors with one another. Epsilon’s CORE ID, which makes use of deterministic buy knowledge to create identities for greater than 200 million adults, was seen as a doable competitor to Unified ID 2.0 within the battle for an promoting identifier. 

The bulletins come because the advert tech trade continues to scramble for a substitute to the third-party cookie, textual content recordsdata that stay in browsers and are used to trace individuals from website to website. 

“We’re constructing a subsequent technology customized media platform, powered by actual identities to allow them to talk to their prospects on a person foundation throughout all channels,” stated Arthur Sadoun, chairman and CEO of Publicis Groupe, in a press release. He provides that the partnership, “will give our shoppers a decisive and unique aggressive benefit to speed up their development, scale back their prices and constantly enhance their buyer understanding.”

Whereas Commerce Desk has been recruiting publishers to undertake Unified ID 2.0, th deal is the primary with an company. 

Additionally below the settlement, Publicis Groupe shoppers can now activate the identities supplied by CORE ID utilizing The Commerce Desk because the unique demand-side platform. CORE ID identities may proceed to make use of current Epsilon-owned platforms.

Earlier this 12 months, The Commerce Desk handed over operations of Unified ID 2.0 to PreBid. Unified ID 2.0 is at present being examined and isn’t but accessible.