Disney Advertising and Amazon Web Services (AWS) have teamed up with global advertising technology company, The Trade Desk on Unified ID 2.0 (UID2). UID2 was developed by The Trade Desk and enables advertisers, agencies, advertising technology companies, and ad publishers selling advertising to continue to provide relevant, personalised advertising without the use of third-party cookies. It also provides mechanisms for consumer consent with transparency.
Preparing for the post cookie era, the agreement between Disney Advertising and The Trade Desk will see the integration between Disney’s Audience Graph and UID2 within a secure environment. According to The Trade Desk, the integration marks another step toward transforming how advertisers access Disney’s portfolio of premium supply, rooted in secure data collaboration and powered by automation through Disney’s Clean Room technology. Disney's Clean Room technology offers clients advanced pre-planning insights, activation and cross-portfolio measurement with data and privacy trends in mind.
Meanwhile, the agreement between AWS and The Trade Desk will enable advertising industry customers, using the cloud-based computing service, to deploy UID2 operator services with better data security and transparency in their advertising workflows through a few clicks via the AWS Marketplace, an online software store. AWS provides on-demand cloud computing platforms and APIs. The solution leverages on AWS Nitro Enclaves which creates trusted compute environments for UID2 operator services that protect and securely process highly sensitive data, and enables advertisers to anonymously match ad opportunities with their own first-party user data to protect consumer privacy and deliver relevant advertising to users.
Rita Ferro, president, advertising sales, Disney Media & Entertainment Distribution said: "We have spent years investing in our data and technology strategy to create innovative solutions for advertisers to engage their audiences with greater precision and accuracy in a privacy-focused way.” Ferro added that the collaboration sets the stage to empower access to the Disney portfolio, validated by powerful audience insights, in an automated and accessible way.
Tim Sims, chief revenue officer, The Trade Desk, said: “By creating interoperability between Unified ID 2.0 and Disney’s Audience Graph, we are unlocking the opportunity for our customers to activate their first-party data at scale programmatically, against some of the world’s most premium content, across all channels.” He explained that as a result, advertisers can deliver relevant advertising, while ensuring that consumers have more control of their privacy.
Meanwhile, Ian Johnson, global chief operating officer, across Acxiom, Kinesso, and Matterkind said that the Unified ID 2.0 on AWS solution will increase data security and privacy through the use of AWS Nitro Enclaves while reducing heavy lifting from AWS’s development teams to launch Unified ID 2.0 in its AWS Cloud environment. “Further, because Unified ID 2.0 directly connects first-party audiences to publishers, this solution will help with improved efficiency, match rates and ultimately, better customer experiences,” he added.
The cookie conversation has been an on going one for the past two years, ever since Google announced the deprecation of third-party cookies. Currently in Singapore only 35% of B2C companies in Singapore feel fully prepared for the shift away from third-party cookies. As it stands, 73% of B2C companies in Singapore rely on third-party data for their current marketing strategies.
Meanwhile, a 2020 global privacy report by Kaspersky said the ad space is going through a cataclysm and with data security concerns on the rise. Consumers today are also less trusting of brands and the way their data is collected, with more than half of Asia Pacific consumers expressing concerns about safeguarding their online personas.
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