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FuboTV Is the First Streamer to Join Unified ID 2.0

The identity initiative, led by The Trade Desk, now has a connected TV footprint

FuboTV and Unified ID logos — FuboTV expects paid subscriptions to exceed 545,000 by the end of 2021.FuboTV, The Trade Desk

FuboTV, a sports-focused virtual pay TV provider, is the first streaming service to join Unified ID 2.0, an open-source identity framework led by The Trade Desk.

The addition of FuboTV, which has 455,000 paid subscribers as of last November, now adds a connected TV footprint to Unified ID 2.0. CTV accounted for 93% of FuboTV’s total viewing hours during Q3 of 2020.

As third-party cookies go away, Unified ID 2.0 is designed to maintain targeted advertising across the open web.