Major Southeast Asian OTT Players Announce Support for Unified ID 2.0


SINGAPORE–(COMMERCIAL THREAD) – Global advertising leader The Trade Desk (NASDAQ: TTD) today announced that the Unified ID 2.0 initiative has expanded to the Southeast Asian market as major players of the over-the-top (OTT) announce their support. Originally developed by The Trade Desk, Unified ID 2.0 is a new privacy-friendly identifier built from hashed and encrypted email addresses. Designed from a consumer perspective, Unified ID 2.0 is a new industry-wide approach to Internet identity that aims to preserve the value of relevant advertising, while putting consumer control and privacy. in the foreground.

The main OTT players in Southeast Asia have favored the use of Unified ID 2.0 to preserve the free flow of content in exchange for relevant advertisements, in particular the regional OTT platforms iQiyi, TrueID, WeTV / iflix; FPT Play and VTV Giai Tri (VTVE) in Vietnam; and Indonesia’s largest local OTT platform, Vidio. Unified ID 2.0 allows publishers to pseudonymize their proprietary data and enables advertisers to optimize their proprietary customer data and measure their media investments without third-party cookies.

Unified ID 2.0 has already been widely adopted in the media industry globally, including by data companies and large advertising holding companies. It also saw momentum with publishers providing them with an opportunity to further prove the Open Internet’s value exchange. The main benefits for publishers can include:

  • Strategy – Publishers can continue to match advertiser audiences, managing frequency and measuring results to maintain a sustainable strategy
  • Independence – An open identifier means publisher monetization will depend less on the actions of individual browsers and device manufacturers
  • Better customer experience Controlling consumers will make it easier for publishers to establish and maintain trust with their users. More effective targeting will also help enable lighter ad loads and a better overall consumer experience.

“The collaboration around Unified ID 2.0 enables digital publishers to participate in this industry-wide initiative to launch a new approach to identity. We are especially excited to see the momentum of OTT players in the South East Asia region, ”said Bihao Pan, Senior Senior Director, Inventory Partnerships, The Trade Desk. “Together, we are all creating a better and more privacy-friendly open Internet on all devices and platforms. We are excited about the continued adoption of the ID as the ID evolves and grows, while aiming to provide consumers with greater transparency and control.

For more information on Unified ID 2.0, please visit the Unified ID solution site.

About Unified ID 2.0

Unified ID 2.0 is a next generation identity solution that is 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 relevant advertising value 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 â„¢ 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 find out more, visit or follow us on Facebook, Twitter, and LinkedIn.


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