• by Karlene Lukovitz  @KLmarketdaily, June 24, 2021

Tubi, Fox’s ad-supported streaming service, is implementing the Unified ID 2.0 audience identity solution.

UID 2.0 was developed by The Trade Desk as an alternative in the face of Google’s looming phase-out of third-party cookies for targeting. 

The solution -- which is also supported (in some cases along with other ID solutions) by Xandr, OpenX, Magnite, AMC Networks and Tubi competitor FuboTV, among others -- is interoperable and claims to offer consumers more transparency and control. 

Prebid.org has agreed to serve as an independent operator for UID 2.0 starting later this year. 

Addressability has always been important for Tubi, and integrating with UID 2.0 will enhance Tubi’s ability to reach audiences at scale across the fragmented media ecosystem, said Mark Rotblat, chief revenue officer for the streamer.

“By coming together with media leaders like Tubi to address the future of identity, we’re improving the digital advertising experience across all digital media,” said Tim Sims, chief revenue officer at The Trade Desk, in a statement.