Advanced Television

Paramount Advertising adds Unified ID 2.0

January 5, 2023

Paramount Advertising has announced the enablement of Unified ID 2.0 (UID2) to transact across a group of Paramount’s owned and operated streaming channels housed within the global entertainment company’s scaled video advertising platform, EyeQ. Pioneered by The Trade Desk, UID2 is a new industry-wide approach to identity for the open internet that encourages the use of hashed and salted data to maintain the value exchange of the internet, while aiming to upgrade consumer privacy controls.

By utilising UID2, participating advertisers will be able to match their first-party data against a subset of UID2 enabled Paramount inventory, with the ability to scale the solution across Paramount’s EyeQ inventory. Launched in 2021, EyeQ serves as a single point of entry for advertisers across Paramount’s vast streaming library, including Paramount+, Pluto TV, BET, CBS News, CBS Sports Network, Comedy Central, MTV, Paramount Network, Smithsonian Channel, VH1 and more.

“With EyeQ, we set out to offer advertisers a premium CTV ad solution with massive scale, bolstered by audience optimisation capabilities, and simple, speedy campaign execution,” said Leo O’Connor, SVP and Head of Programmatic Advertising, Paramount. “We are excited to leverage Unified ID 2.0 in collaboration with The Trade Desk and provide innovative, privacy-conscious audience targeting solutions for our shared advertiser clients.”

“In partnership with leaders like Paramount, this support of UID2 can allow participating advertisers to embrace new approaches to identity across the digital media landscape,” added Tim Sims, Chief Revenue Officer, The Trade Desk. “Paramount’s inclusion of Unified ID 2.0 in select inventory represents a major moment in the seismic shift currently happening in TV media buying. This represents an opportunity for data-driven advertisers to securely pair their first-party data with inventory that can deliver a better, more relevant consumer viewing experience.”

Paramount 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, underscoring Paramount’s commitment to user privacy. Many other companies across the industry have joined as a UID2 private operator, including media agencies, customer data platforms and data clean rooms.

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