Independent demand-side advertising platform The Trade Desk has inked a major deal for its open-source identity graph -- Unified ID 2.0 -- with streaming platform Roku to be used across all Roku’s premium streaming inventory.

Roku says its advertisers can get more precise targeting of their campaigns with UID 2.0.

The Trade Desk developed Unified ID 2.0 as an open-source tool to help marketers in the ever-expanding digital video and connected TV (CTV) space.

UID2 is a privacy-centric identifier coming from a user’s email address or phone number -- independent of third-party cookies. 

Roku has a major footprint in U.S. streaming addressability -- first-party data from its platform’s 83.6 million streaming households.

In Nielsen’s “Gauge” measure, Roku Channel had a 1.5% share of total day viewing for persons two years of age and up -- higher than Max, Paramount+, and Peacock.

The companies say UID 2.0 yields better campaign performance and return on investment, enabling advertisers to gain benefits from improved audience reach. 

“By adopting Unified ID 2.0, Roku is showing the value the premium internet has to offer advertisers, while prioritizing privacy for their highly valued audiences,” said Will Doherty, vice president of inventory development of The Trade Desk, in a release.

In 2022, Walt Disney integrated UID 2.0 into its programmatic efforts, and NBCU and Warner Bros. Discovery did the same last year.

Back in April, Roku struck an earlier deal with The Trade Desk for Roku’s automatic content recognition data which can pinpoint high, unwanted frequency of advertisers’ campaign messages. Using this tool, Trade Desk advertisers have been able to suppress these incremental households. Roku advertisers have been using this via Roku Media, company’s media buying platform.

This story has been updated.