Amazon Web Services, one of the most popular data hosting services for marketers, is joining forces with the Unified ID 2.0, an open-sourced alternative identifier developed by The Trade Desk and supported by over 40 publishers.
The partnership, announced today at the Cannes Lions Festival, allows AWS to act as a private operator of UID2. This essentially means that marketers can directly integrate their first-party data, if they house it with AWS, along with publisher data, minting UID2 tokens without intermediary steps.
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