Some of the biggest names in the Australian media industry will soon be experimenting with a new online identifier, after The Trade Desk announced Beta testing of the Unified ID 2.0 in Australia.
Although it is now being operated by Prebid.org, The Trade Desk first came up with the Unified ID 2.0 solution as a cookieless identifier tied to hashed and encrypted email addresses.
Making the announcement, The Trade Desk general manager James Bayes [pictured] said the new identifier will look to improve the advertising experience for advertisers, publishers and consumers.
“As third-party cookies go away, the industry is under pressure to adopt a fairer identity solution. It’s clear that we need to come together to create an upgraded solution that’s more secure, better explains the value exchange of the internet to consumers, and improves consumer controls.
“That’s what’s driving beta testing of Unified ID 2.0 here in Australia as the industry looks to a new common currency for the internet that improves the experience for everyone – advertisers, publishers and consumers alike.”
ARN, Southern Cross Austereo, Unruly, Criteo, Index Exchange, LiveRamp, Magnite, Nielsen, OpenX and PubMatic are among the companies Beta testing the new solution.
Globally, The Trade Desk has been doing proof-of-concept testing of the Unified ID 2.0 since midway through last year and announced Beta testing in the United States last month.
Interest around the Unified ID 2.0 picked up earlier this year, when Google announced it would not be using any alternative methods to track users online once cookies are deprecated.
Google added that it did not believe solutions based on email addresses “will meet rising consumer expectations for privacy”.
However, The Trade Desk has been supportive of Google’s decision to end online tracking, with company founder and chairman commenting: “this will be remembered as a great day for the future of the open internet”.
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]