Last month, The Trade Desk submitted the code for UID 2.0 to the Partnership for Responsible Media (PRAM) for review. The Trade Desk’s priority for the next few months is to continue signing up new partners and expanding UID 2.0’s potential scale. The Washington Post will enable transactions on its site using UID 2.0 and make it available to Zeus Performance publishers OpenX will support passing UID 2.0 in the bid stream Neustar will make it interoperable with its Fabrick ID Mediavine has integrated UID 2.0 into its audience engagement framework PubMatic will offer UID 2.0 as a default identifier Magnite will use UID 2.0 to facilitate RTB transactions Index Exchange will enrich bids across channels for publishers that use the ID Nielsen will help The Trade Desk improve the measurement aspects of UID 2.0 Criteo is building the single-sign on UI for consent and privacy management LiveRamp will embed UID 2.0 into infrastructure so that SSPs and DSPs can bid on it and SpotX will use it to help media owners generate higher CPMs and get more control over their proprietary data.
“We partner as much as we can also across the industry.”įuboTV, which is also a member of the IAB and a participant in FreeWheel’s Council for Premium Video, is only the most recent company to toss in with UID 2.0, and only the second publisher. “We’re a big supporter of anything that spreads the word about the value of CTV while also elevating our offering,” Horowitz said at the time.
We’ve also named fuboTV as the best streamer for sports in our Best Live TV and On-Demand Streaming Services 2021 rundown. Eventually, a unified identifier could help Fubo enhance its addressable targeting offerings for its advertiser partners.ĭiana Horowitz, Fubo’s SVP of ad sales, told AdExchanger during an interview in November that Fubo was in talks to join the initiative. fuboTV offers up to 158 channels, a 1,000-hour cloud DVR, and a slick interface that neatly mirrors what you’re used to with cable or satellite service. Fubo, which went public in October, ended its third quarter with 455,000 paid subs, a 58% year-over-year increase.įubo will work with The Trade Desk and other UID 2.0 partners to develop industry-wide standards and solutions to support CTV advertising. FUBO ELITE: 79. FUBO Pro: Costing 69.99 a month, subscribers get 113 channels, 1,000 hours of DVR space and up to 10 streams at a time. UID 2.0 is an open-source industry effort originally spearheaded by The Trade Desk that aims to create an alternative to third-party cookies using hashed or encrypted email addresses.įuboTV’s support expands UID 2.0 to the streaming service’s connected TV footprint of paid subscribers. (Image credit: Fubo TV) FUBO Starter: For 64.99 a month you can get 113 channels, 250 hours of DVR and three screens at once. Batter up: On Thursday, sports-focused live TV streaming service FuboTV became the first connected TV company to join the Unified ID 2.0 initiative.