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Xandr, AT&T’s advanced advertising company, will adopt an open approach to identity by integrating with Unified ID 2.0.
Top line
Xandr joins Criteo, LiveRamp, Nielsen and The Washington Post as a partner in Unified ID 2.0. As part of the deal, the company will also offer clients LiveRamp’s Authenticated Identity infrastructure, netID as well as an audience-targeting solution backed by leading European publishers.
By integrating with these separate, interoperable solutions, Xandr hopes to offer advertisers the flexibility to work with multiple audience targeting platforms that enable addressable media buys using first-party data.
Between the lines
Such an approach is necessitated by the implementation of global privacy laws including GDPR in the EU, plus state-level laws including the California Consumer Privacy Act.
Accordingly,
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