NEW YORK – January 4, 2023 – Paramount Promoting at this time introduced the enablement of Unified ID 2.0 (UID2) to transact throughout a gaggle of Paramount’s owned and operated streaming channels housed inside the world leisure firm’s scaled video promoting platform, EyeQ. Pioneered by The Commerce Desk, UID2 is a brand new industry-wide method to identification for the open web that encourages using hashed and salted knowledge to take care of the worth trade of the web, whereas aiming to improve shopper privateness controls.
By using UID2, taking part advertisers will have the ability to match their first-party knowledge in opposition to a subset of UID2 enabled Paramount stock, with the flexibility to scale the answer throughout Paramount’s EyeQ stock. Launched in 2021, EyeQ serves as a single level of entry for advertisers throughout Paramount’s huge streaming library, together with Paramount+, Pluto TV, BET, CBS Information, CBS Sports activities Community, Comedy Central, MTV, Paramount Community, Smithsonian Channel, VH1 and extra.
“With EyeQ, we got down to provide advertisers a premium CTV advert resolution with large scale, bolstered by viewers optimization capabilities, and easy, speedy marketing campaign execution,” mentioned Leo O’Connor, SVP and Head of Programmatic Promoting, Paramount. “We’re excited to leverage Unified ID 2.0 in collaboration with The Commerce Desk and supply progressive, privacy-conscious viewers concentrating on options for our shared advertiser purchasers.”
“In partnership with leaders like Paramount, this help of UID2 can permit taking part advertisers to embrace new approaches to identification throughout the digital media panorama,” mentioned Tim Sims, Chief Income Officer, The Commerce Desk. “Paramount’s inclusion of Unified ID 2.0 in choose stock represents a significant second within the seismic shift at present taking place in TV media shopping for. This represents a chance for data-driven advertisers to securely pair their first-party knowledge with stock that may ship a greater, extra related shopper viewing expertise.”
Paramount will likely be supporting UID2 as a non-public operator. As a non-public operator, Paramount’s knowledge will likely be hashed and salted right into a UID2 token inside Paramount’s tech stack earlier than getting into the programmatic ecosystem, underscoring Paramount’s dedication to person privateness. Many different firms throughout the {industry} have joined as a UID2 personal operator, together with media businesses, buyer knowledge platforms and knowledge clear rooms.
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