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Mediavine Integrates Unified ID 2.0 Platform

By CIOReview | Wednesday, December 23, 2020

With the addition of Unified ID 2.0, publishers can relate authenticated user data to advertiser demand while preserving publisher data and customer privacy.

FREMONT, CA: Mediavine, the leading exclusive ad management company, has officially integrated Unified ID 2.0, an open-source, interoperable alternative to third-party cookies produced by The Trade Desk and other companies around the industry.

The Trade Desk is a leading independent demand-side platform. The specific integration brings Grow.me, Mediavine's audience engagement platform, to Unified ID 2.0 as a first-party data solution following Google's decision to phase out third-party cookies. The partnership is being actively reviewed by thousands of Mediavine publishers and available on the general web in 2021.

Built and driven by Mediavine, Grow.me enables independent publishers to facilitate public authentication through tools such as social networking, email opt-in, and other content curing features. Grow.me gathers and safely transmits the data consented by individuals to Unified ID 2.0. With the extension of Unified ID 2.0, publishers can relate authenticated user data to advertiser demand while preserving publisher data and customer privacy. Mediavine has already sent millions of authenticated invitations to tender with Unified ID 2.0 present.

"As the programmatic landscape evolves with the elimination of third-party cookies and device IDs, Grow.me presents a valuable, transparent solution for both advertisers and readers," said Eric Hochberger, CEO, Mediavine. "The integration between Unified ID 2.0 and Grow.me provides the privacy-first infrastructure the new-age advertising ecosystem has been waiting for."

Unified ID 2.0 will present an open-source framework for hashing and encrypting email addresses to generate a standard transaction fabric for digital advertising. Customers will retain full transparency and control, with the capability to opt-out at any time. Grow.me transacts with Unified ID 2.0 by allowing publishers a single sign-on (SSO) solution and offering a transparent value exchange to readers to restore consent to personalized ads for free and open internet.

"In collaboration with Mediavine's Grow.me, Unified ID 2.0 significantly upgrades consumer privacy, transparency and control, while simultaneously keeping the digital advertising community healthy and running smoothly," said Michelle Hulst, Global Data and Strategy, The Trade Desk. "Having Mediavine integrate Unified ID 2.0 with its Grow.me framework gives publishers the opportunity to benefit from better targeted advertising and own the relationship with their audiences, while providing a better internet experience. It's exciting to see the collective action across the advertising industry to build a better, open internet for consumers, advertisers and publishers."