InfoSum Connects to Support Unified ID 2.0


Well, here’s the most technical thing ever: InfoSum’s cleanroom platform integrates with Unified ID 2.0 to expand how advertisers can use their first-party data in the auction feed.

The integration, which went live on Thursday, makes a lot of sense.

Think of it as an additional first-party signal that can be added to a bid request through an InfoSum cleanroom. Advertisers integrate their CRM or email data to InfoSum as they usually would, but they can now also connect their audience to The Trade Desk using UID2 credentials directly from the InfoSum platform.

InfoSum will serve as a “closed operator” for Unified ID 2.0, meaning it is one of the few entities allowed to use first-party data to create and encrypt UID2 IDs. (Kinesso and IPG-owned Acxiom also signed up as private operators for UID2 last year.)

UID2 is an open-source industry initiative, initially led by The Trade Desk, that aims to replace third-party cookies with hashed and encrypted email IDs.

Clean well

The whole point of a cleanroom is to allow businesses to securely share, match, and mix their personally identifiable information without having to worry about leaks or abuse.

“No attribute or behavioral data is shared…and additional protection can be applied using customizable differential privacy filters,” said Lauren Wetzel, COO of InfoSum. “Since the data never moves during this process, any identifier can be used securely for matching, information, activation and measurement without risk.”

In a clean room, first-party data is integrated, then immediately anonymized using secure encryption techniques, after which advertisers can create custom audiences between partners.

By combining already encrypted credentials, like UID2 credentials, with cleanroom technology, like InfoSum, ad buyers get an extra level of privacy protection so they can feel more confident. comfortable using their first-party data.

“This is a critical win for increased use of first-party data through UID 2.0,” said Michelle Hulst, chief data officer at The Trade Desk.

Omnicom Media Group, which in partnership with InfoSum last May and UID2 officially approved in July, is one of the first buy-side partners to plan to leverage InfoSum’s integration with Unified ID 2.0 by integrating customer data tied to Omni ID, Omnicom’s proprietary deterministic identity solution.

Omnicom customers use Omni ID to obtain information and activate them on addressable media channels.

Now they can securely extend the reach of their proprietary data directly from an InfoSum cleanroom using UID2 identifiers as another signal in the mix.

The new partnership will help OMG’s customers “realize the performance benefits of addressable media without sacrificing control of their first-party data,” said Tim Petrycki, senior director of data strategy at Omnicom Media Group.

Marathon, not a sprint

But it hasn’t been entirely smooth sailing for the Unified ID 2.0 initiative, which is still looking for an entity to act as an independent administrator. The main job of the administrator is to manage access to the UID partner ecosystem.

The IAB Tech Lab considered taking on the role, but ultimately declined, partly because he didn’t want to be held responsible for potential breaches of the General Data Protection Regulation (GDPR) in Europe, and also because he didn’t want to be responsible for shutting down any bad actors who use the misused UID2 identifier.

It’s an inherent challenge for any email-based ID to achieve the necessary scale. Although The Trade Desk has so far recruited dozens of partners, some remain skeptical.

By the end of 2021, UID2 had been implemented on just 7,500 of the roughly 180,000 publishers surveyed, according to data from web crawler Sincera. At the end of April, the number of sites with UID2 implemented was still below 10,000, according to Sincera’s calculations.

But Unified ID 2.0 “is a marathon, not a sprint,” said Trade Desk’s Hulst, who noted that “another handful of publishers” have released UID2 in the past two weeks.

“We continue to scale ID as more partners adopt and build the infrastructure,” Hulst said. “Interoperability with other credentials is also key to maximizing coverage, and that’s why we have partners like LiveRamp and others to build a strong credential ecosystem.”

In late 2020, LiveRamp partnered with The Trade Desk to make UID2 available to publishers through its Authenticated Traffic Solution (ATS). In early March, LiveRamp and The Trade Desk announced another joint effort, this one to develop an ATS-based UK and Europe-specific version of UID2 that won’t (in theory) stumble on the GDPR tripwire.


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