P&G Is the Latest Brand Supporting Alternative Identifier UID2

It’s a win for Trade Desk-developed solution, but adoption for other CPG brands still faces challenges

Procter & Gamble, one of the world’s largest advertisers, announced today it is supporting UID2, the alternative identifier developed by demand-side platform The Trade Desk. The tie-up means that the advertiser can use its first-party data to identify and target people—in a more privacy compliant way than third-party cookies—on publishers’ sites that also have UID2 activated.

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