Paramount Advertising Looks to Scale Identity on CTV With Unified ID 2.0

The company is the latest supporter of the cookie-less identifier

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Paramount is planting a new flag on its mountain of advertising capabilities.

Top line

Paramount Advertising announced on Wednesday that it’s enabling Unified ID 2.0 (UID2) to transact across a group of Paramount’s owned and operated streaming channels housed within EyeQ, the company’s video advertising platform.

Between the lines

UID2, which was developed by The Trade Desk, is a cookie-less identifier built from hashed and encrypted email addresses to provide increased privacy and security. By utilizing UID2, advertisers can match first-party data against a subset of UID2-enabled Paramount inventory, with the ability to scale across Paramount’s EyeQ inventory.

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