Paramount Advertising will be using the open-source identity graph -- Unified ID 2.0 (UID2) -- to transact advertising deals across its channels.
The identity graph -- started up by advertising demand-side platform The Trade Desk to find a privacy-compliant way to identify media audiences, eliminating the need for the much-maligned third-party cookies -- will work in Paramount’s EyeQ advanced advertising division.
Participating advertisers can match their first-party data against "a subset of UID2 enabled Paramount inventory."
Paramount says it will be supporting UID2 as a private operator.
As a private operator, Paramount’s data will be "hashed and salted into a UID2 token within Paramount’s tech stack before entering the programmatic ecosystem."
That means an email address will be replaced with a random sequence of characters (numbers/letters) that cannot be linked back to the original email address.
Unified ID 2.0 requires users to provide consent to a publisher by providing an email address before a publisher can create a UID2 identifier.
A number of other companies have joined up to include Trade Desk’s effort -- including Disney Advertising, where Disney’s audience graph is matched with the Unified ID 2.0 for activation of media buys. That deal struck in July, allows data matching through Disney’s Clean Room technology.
At the time, Disney said it was a “first-of-its kind integration” between the two companies when it comes to actual media buys. Previously, industry-wide data-matching efforts through “clean rooms’ have been done only for planning and insights purposes.