IPG Announces It Will Join UID2 as Its First Closed Operator

The company will keep its users' first-party data within its cloud storage

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In its quest for widespread adoption, Unified ID 2.0 has nabbed another important cosign.

In an Adweek NexTech event on Wednesday, holding company IPG announced that it will be joining UID2 as a closed operator, meaning Kinesso and Acxiom will be the first operators of UID2 inside of IPG.

“The Trade Desk and IPG are aligning around UID[2] again,” Jeff Green, founder, chairman and CEO of The Trade Desk told attendees. “This represents a humongous common currency between IPG and The Trade Desk.”

What is a closed operator?

Closed operators are parties that choose to process personally identifiable information, such as a brand’s email database, in a manner that can achieve high match rates with UID2 in a manner that better guarantees user privacy, according to Arun Kumar, IPG’s global chief data and marketing technology officer and CEO of Kinesso.



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