FuboTV, the sports-focused live TV streaming platform, announced today it will adopt Unified ID 2.0—joining a growing list of publishers, analytics companies and ad tech businesses using the identity solution for advertisers as the industry continues to search for alternatives to the third-party cookie.
“We believe Unified ID 2.0 has the potential to both enhance targeting capabilities for our advertisers as well as allow our viewers to experience relevant advertising,” said Diana Horowitz, senior VP, ad sales, fuboTV. "As an early adopter of addressable and programmatic advertising, as well as one of the leaders in the CTV space, fuboTV is excited to partner on Unified ID 2.0 with The Trade Desk and other partners to develop industry-wide standards and solutions that enhance and support the CTV advertising ecosystem.”
The Unified ID 2.0 initiative, led by The Trade Desk, works by creating an anonymized database of user browsing habits. When a user signs into a publisher’s website, the publisher creates an encrypted identifier of that user. That identifier—and only that identifier—is then shared with a larger pool of data, one that The Trade Desk says will eventually be governed by a third party. Advertisers can use the pool to find audiences based on web activities without needing to know the user’s identity.