Times Internet has announced its adoption of Unified ID 2.0 (UID2), an identity framework designed for the open Internet. This identity solution allows advertisers to deliver targeted content by aligning first-party data with audience information within Times Internet’s authenticated logged-in dataset. In response to the deprecation of third-party cookies, publishers are embracing privacy-conscious approaches to navigate the evolving advertising landscape.
UID2 was developed by The Trade Desk and provides a privacy-conscious identifier linked to encrypted email addresses. This open-source framework has gained traction among technology providers, advertisers, and publishers reliant on advertising revenue.
“In alignment with the industry’s data-driven evolution, this innovative identity framework not only empowers advertisers with precise targeting capabilities but also underscores Times Internet’s commitment to delivering premium content that readers trust. Unified ID 2.0 enhances the user experience, offering more relevant advertising while ensuring consumers enjoy heightened protection and control in the ever-changing digital advertising landscape,” Puneet Gupt, chief operating officer, Times Internet, said.
“The deprecation of third-party cookies necessitates publishers adopting independent, privacy-centric solutions like Unified ID 2.0. As we progress towards a cookie-free future, Unified ID 2.0 offers an upgrade to current industry standards, resulting in a more personalised advertising experience for consumers. It also helps publishers address advertisers’ requirements for enhanced targeting and better measurement across various digital platforms. We’re proud to support Times Internet in their pioneering efforts for media in India,” Bihao Pan, general manager- Inventory Partnerships, The Trade Desk, said.