Digital Transformation Ad Spend Adtech

Amazon Web Services and The Trade Desk ink Unified ID 2 partnership

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By Chris Sutcliffe | Senior reporter

June 23, 2022 | 4 min read

Amazon Web Services (AWS) is rolling out its latest tool to navigate the shift to the cookieless future.

AWS’ vast range of user data was already a draw for advertisers, but its adoption of Unified ID 2 (UID2) across its suite of products means advertisers can ameliorate some of the worst of the change.

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The tool is one proposed solution to the issue of cookieless targeting

UID2 is designed to allow advertisers to reach audiences in a way that doesn’t fall foul of privacy legislation. Created by The Trade Desk, it is a non-proprietary open standard accessible to an array of players across the advertising ecosystem.

Amazon’s adoption of the tool should allow those advertisers to curve around the issues of the retirement of third-party cookies and device identifiers.

Ian Johnson, global chief operating officer across Acxiom, Kinesso and Matterkind (all martech companies owned by IPG), said: “We’re excited by the ‘UID2 on AWS’ solution to further enhance data security and privacy through the use of AWS Nitro Enclaves, and to reduce heavy lifting from our development teams to launch UID2 in our AWS Cloud environment.

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”Further, because UID2 directly connects first-party audiences to publishers, this solution will help with improved efficiency, match rates and, ultimately, better customer experiences.”

The system is designed to allow advertisers anonymized access to users’ sensitive data, which is stored securely by a UID2 Operator. By storing the user data and only allowing access through an ephemeral and changing token, it effectively allows for advertisers to target in one-off executions, cutting out the potential harm that comes from persistent access to user data en masse.

The deal also allows consumer consent agreements to be baked into AWS marketplaces. The solution relies on Nitro Enclaves, which protect and securely process highly-sensitive data.

The news release stated: “With the decreasing reliance on third-party cookies in real-time advertising, UID2 has emerged as a solution, which improves how to identify consumers online and deliver personalized advertising in a transparent and trusted way.”

It is one of a number of ways the industry is seeking to do targeted advertising in a cookieless environment. First-party data has returned to primacy in the transition to a more anonymized and privacy-focused advertising ecosystem; the challenge for marketers is rebuilding targeting capabilities in a new way.

UID2 is The Trade Desk’s solution – and with the sheer scale of AWS at its disposal, it is a potential frontrunner for one of the standard solutions to the problem.

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