Oracle Collaborates with The Trade Desk to Usher in New Approach to Identity


There have been several big changes hit the advertising industry over the past two years—the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and most recently, the move from using identifiers such as third-party cookies, mobile app IDs (MAIDs), etc.

As the industry adapts to these changes and consumer demand for more data privacy, transparency, and control increases, the Oracle team has been focused on one key question: How can they continue to best serve marketers and respect consumer privacy?

The team has been working hard to answer this question, trialing new approaches with our partners and customers, to determine the best combination of privacy-first approaches that will benefit both marketers and consumers. They have shared one of the ways that will help them address this need.

Oracle teamed up with global advertising technology leader The Trade Desk (NASDAQ: TTD), as well as players from all corners of the industry, to participate in Unified ID 2.0. Unified ID 2.0 is a non-commercial, soon-to-be open source, interoperable framework that offers marketers a new approach to identity, while preserving the value exchange of advertising, and respecting the privacy and protection of consumers.

The integration with Unified ID 2.0 will enable marketers to unlock the value of first-party data, or leverage quality third-party audience data through our powerful Oracle ID Graph, to connect data and reach desired consumers across platforms and devices with relevancy and scale. For example, a marketer will be able to onboard and enrich first-party data, or leverage third-party audience data, that will generate Unified IDs. Those IDs will then be used to reach consumer audiences who have consented to Unified ID 2.0 across the open internet.

“Unified ID 2.0 offers a much-needed upgraded alternative to cookies—one that preserves the value exchange of relevant advertising while improving controls for consumers,” said Michelle Hulst, Chief Operating Officer, The Trade Desk. “Oracle Advertising’s participation in Unified ID 2.0 will allow marketers to leverage data more effectively, and further showcases how industry leaders are embracing this new approach to the open internet.”

In short, Unified ID 2.0 offers potential significant upgrades to consumer privacy, transparency and control. For example, consumers will be able to easily view and manage their preferences, opt out, and manage consent. Additionally, there will be clear, well-defined standards for data collection and ongoing monitoring to ensure compliance.

The Trade Desk developed the product code for Unified ID 2.0 and collaborated with leading trade organizations and advertising ecosystem partners to build on that framework., the independent organization designed to ensure and promote fair and transparent marketplaces across the industry, has agreed to serve as operator of Unified ID 2.0. Prebid will begin this role in the second half of this year.

For more information on Unified ID 2.0, please visit:

About Shakthi

I am a Tech Blogger, Disability Activist, Keynote Speaker, Startup Mentor and Digital Branding Consultant. Also a McKinsey Executive Panel Member. Also known as @v_shakthi on twitter. Been around Tech for two decades now.

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