Made In Becomes First Brand to Reveal Unified ID 2.0 Results in Tatari’s CTV Campaign


DTC brand is the first to share ROI by using a privacy-conscious ID to plan and measure campaign success in a streaming TV environment

SAN FRANCISCO, CA, USA, November 1, 2021 / – Tatari, the leading data and analytics platform for the purchase and measurement of advertising on both linear and online TV streaming, and Made In, the fastest growing direct platform – The consumer cookware company offering quality, carefully designed cookware at an affordable price, today announced that it has shared the results of its first connected TV / streaming TV advertising campaign using the Unified ID 2.0 (UID 2.0) identity framework.

Originally developed by The Trade Desk, UID 2.0 is a privacy-conscious identifier, which aims to meet consumers’ desire for greater transparency and control. Advertisers can create a UID2 constructed from hashed and encrypted email addresses, which allows them to maintain current media strategies without the use of cookies. UID 2.0 spans a variety of channels and devices, including websites, mobile apps, and streaming platforms that choose to integrate with UID2.

As the first brand advertiser to share the results of using UID 2.0 in a streaming TV campaign, Made In has taken a major step towards the sustainability of its marketing strategies and the testing of identification solutions that will allow cross-channel measurement long after the current IDs have been replaced or removed altogether.

Tatari executed the Made In campaign programmatically using data from UID 2.0 to validate campaign performance, including measuring the path to conversion. As a result, Made In saw a 20% improvement in cost per acquisition (CPA). Additionally, when UID2 was part of the conversion path, the “conversion time” per user was 33% faster than without UID2, signaling the effectiveness of this framework.

“UID 2.0 promises to be one of the most widely adopted frameworks for buying ads beyond cookies and across devices, and it will appeal to successful advertisers looking to get the most out of every dollar, ”said Chip Malt, CEO and co-founder of Made in. “Tatari’s proactive decision to support UID 2.0 reflects his understanding that growing brands like Made In need partners who not only buy and measure TV campaigns, but also deliver cutting-edge technology solutions. that keep pace with the evolution of the sector. ”

Tatari represents both a milestone in UID 2.0 adoption on the demand side among performance advertisers, as well as a significant milestone in UID 2.0 adoption for targeting within the booming channel. streaming television.

“Tatari’s clients are omnichannel performance marketers. They need to be able to target and measure their campaigns holistically across everyone, and in a cookie-free future, new identity frameworks like UID 2.0 provide the link between devices and interfaces that makes it can, ”said Todd Gordon, vice president of customer development at Tatari. . “UID 2.0 is one of the top choices for agile performance marketers looking to target their streaming and digital on first-party database. ”

“The primary mission of Unified ID 2.0 is to preserve the media quid pro quo, which is free content in exchange for relevant advertising,” said Bill Michels, executive vice president, products and engineering, The Trade Desk. “Tatari and Made In have recognized the enormous opportunity that UID 2.0 represents in all media, especially in connected TV, where they can better deliver ads on the larger screen in the room. We look forward to continued adoption and sharing more findings on how UID 2.0 is improving our industry – and making a better advertising experience for the consumer.

The news first appeared in AdExchanger.

About Tatari

Tatari is a data and analytics company focused on the purchase and measurement of linear and streaming TV ads. Clients include Roman, Daily Harvest, Calm, Fubo, Opendoor, Nectar and Tatari is headquartered in San Francisco with other offices in Los Angeles and New York. For more information, please visit

About Unified ID 2.0

Unified ID 2.0 is a next generation identity solution that will soon be an open source digital framework. With initial development led by The Trade Desk, Unified ID 2.0 is the result of a broad collaboration of publishers, buyers and technology providers across the industry. It serves as an alternative to third-party cookies that aim to improve transparency, privacy and consumer control, while preserving the exchange of value of relevant advertising between channels and devices., the independent organization designed to ensure and promote fair and transparent markets across the industry, has agreed to serve as the operator of Unified ID 2.0.

About the trading desk

The Trade Desk ™ is a technology company that enables buyers to advertise. Through its cloud-based self-service platform, ad buyers can create, manage and optimize digital ad campaigns across all ad formats and devices. Integrations with leading data, inventory, and publisher partners ensure maximum reach and decision-making capabilities, and enterprise APIs enable custom development on top of the platform. Based in Ventura, California, The Trade Desk has offices in North America, Europe and Asia-Pacific. To learn more, visit or follow us on Facebook, Twitter, LinkedIn and YouTube.

Rich cherecwich
WIT Strategy
[email protected]

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