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the Trade Desk Addressable TV CTV

The Trade Desk proves Unified ID 2.0 works for CTV


By Hannah Bowler, Senior Reporter

October 3, 2022 | 3 min read

Live sports streamer FuboTV is first CTV partner to adopt the solution.

FuboTV tests The Trade Desk's identity-based solution

FuboTV tests The Trade Desk’s identity-based solution

The Trade Desk has successfully tested its identity-based alternative to the cookie as live sports streamer FuboTV becomes the first CTV partner to adopt its Unified ID 2.0 solution. The ‘open-source, interoperable identity initiative’ was developed in response to Google gearing up to dissolve the cookie.

With Unified ID 2.0, FuboTV’s advertisers have been able to more precisely serve ads, making FuboTV’s addressable inventory more efficient. FuboTV has seen a spend growth rate 112.8% faster than the increase in available impressions.

At the end of the trial, advertiser spend increased by 61.5% year-on-year and ad impressions increased by 25%.

One e-commerce retailer noted that its cost per action (CPA) was reduced by 9%, conversion rate was 25% stronger and return on ad spend improved by 14% against a campaign without Unified ID 2.

Chris Flatley, vice-president of advertising sales at FuboTV, said that while it was early days for the solution, the results are “a testament to the power of identity-based solutions”.

Unified ID 2.0 is an internet identity that prioritizes consumer privacy and transparency. FuboTV is the first CTV channel to use Unified ID 2.0 and publish its campaign results, but The Trade Desk is also working with video publishers including A+E Networks and Tubi on the solution.

Ash Gangwar, general manager of TV partnerships at The Trade Desk, said: “CTV is a proving ground for new approaches to identity with ID solutions such as Unified ID 2.0, which are aiming to create a more consistent advertising experience across digital media.”

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