Lotame, a key player in digital advertising, embraces UID2 following Google’s cookie deprecation. UID2, a leading alternative ID tool, aids advertisers in making data-driven decisions amidst the shift. The Trade Desk endorses UID2, finding efficacy in CTV environments. Lotame sees this move as a game-changer, offering enhanced addressability across channels with Panorama ID.

Lotame, a customer data management solution has decided to use UID2, which is a significant step following Google’s decision to phase out cookies for one percent of Chrome users starting January 4. UID2 is one of the leading alternative ID tools that has become popular recently and Lotame’s adoption adds to its credibility.

What is Unified ID and How Does It Work?

According to Jay Goebel, the Vice President of Data Partnerships at The Trade Desk, every advertiser needs an identity strategy due to the third-party cookie deprecation this year. Companies like Lotame are helping to ensure the future of the open internet by adopting Unified ID 2.0. This move allows advertisers to make better, data-driven decisions in their media campaigns.

For Lotame, this decision aligns with its approach to addressability in both authenticated and non-authenticated environments, thanks to its Panorama ID. This gives Lotame the opportunity to expand audience activations across all channels. 

UID2 and The Trade Desk’s value proposition are particularly effective in highly addressable Connected TV (CTV) environments. It is predicted that consumers will spend more than two hours per day on CTV by 2025, which is more than double the time spent on desktop.

The Trade Desk is actively garnering support for UID2, with publishers like Disney, Warner Bros. Discovery, and NBCUniversal, as well as retail media networks from Walmart and Albertsons and major marketers like Unilever and Procter & Gamble, already adopting it.

As the marketing landscape adapts to the loss of signals caused by the death of third-party cookies, UID2 is expected to be one of the tools marketers will use. 

If you want to know more about the dissapreance of Third-Party Cookies and what it means for Advertisers, then check out my previous post – The Disappearance of Third-Party Cookies | What Does it Mean for Your Online Privacy?