Lotame Elevates Data Interoperability With Unified ID 2.0 Adoption

Lotame, the global technology company that makes customer data smarter, faster and easier to use, has adopted Unified ID 2.0 (UID2) technology to help enhance cross-channel data interoperability.

Pioneered by The Trade Desk, UID2 is a leading identity solution that powers data-driven advertising across the open internet. This integration, Lotame said, “marks a major milestone in addressing the industry-wide challenge posed by the deprecation of third-party cookies and a commitment to more robust, privacy-conscious data solutions.”

The partnership extends Lotame’s data capabilities to include audience activation across authenticated ad inventory, “helping to ensure comprehensive coverage across display, video and Connected TV (CTV). By making Lotame’s rich data sets available and interoperable via UID2, agencies and advertisers can seamlessly target Lotame audiences on UID2-supported platforms, like The Trade Desk.”

“Interoperability with Unified ID 2.0 is a game-changer,” said Eli Heath, Lotame head of identity. “This integration complements our holistic approach to addressability across both authenticated and non-authenticated environments with our Panorama ID, and positions us uniquely for scaled audience activations across all channels.”

As television viewing habits shift in favor of CTV, brands and agencies can leverage data targeting strategies across this highly-addressable CTV inventory via UID2.

Jay Goebel, The Trade Desk VP of data partnerships, said: “With third-party cookie deprecation happening this year, every advertiser needs an identity strategy. It’s companies like Lotame who are helping to ensure the future of the open internet by adopting Unified ID 2.0 to give advertisers the power to make better, data-driven decisions in their media campaigns.”

Heath continued: “The majority of inventory is email authenticated across the CTV landscape, making audiences highly addressable. By 2025, consumers will spend over two hours per day watching CTV content, more than double the time spent on desktop. This UID2 integration equips our clients with the tools to evolve with consumers and reach them effectively.”