7 min read 
New York, 16 September 2021. Adsquare, the global audience & location intelligence company, will collaborate with Unified ID 2.0 to offer precision and measurement solutions for programmatic media buyers and publishers.
Unified ID 2.0 is a new common currency and connective tissue across digital media for the open internet. The ID represents an upgrade to legacy identity solutions. Initially developed by The Trade Desk, Unified ID 2.0 is a soon-to-be open source, industry-wide initiative spanning hundreds of collaborative partners that operate across the open internet.
The ID solution is based on hashed email addresses and phone numbers for use as an identifier for precise ad buying and measurement. Once fully integrated, marketers will be able to activate Adsquare’s audience segments and measure the effectiveness of campaigns connected to Unified ID 2.0 on any collaborating buying platform. Unified ID 2.0 is first rolled out in the United States where it’s currently in beta.
Tom Laband, CEO & Co-Founder of Adsquare, says:
“Our technology allows us to enrich any identifier that is passed along by the supply side as part of a bid request with meaningful data for best campaign results. Therefore, we’re pleased to be part of Unified ID 2.0 and shape the privacy-friendly future of the ad tech ecosystem.“
David Danziger, VP of Data Partnerships at The Trade Desk comments:
“Unified ID 2.0 represents a new, more effective path to connect across digital mediums on the open internet to preserve the quid pro quo of media, which is free content in exchange for relevant advertising. We welcome Adsquare to the growing stable of companies who are joining this important initiative.”
Adsquare is a global Audience & Location Intelligence Company helping marketers understand consumers by connecting their digital and physical worlds. As such, Adsquare is leveraging audience and location data to reveal consumer behavior. These insights enable businesses to better target and engage with their audiences and to measure their marketing effectiveness. Using Adsquare’s independent platform solution, companies can access various data dimensions and apply them in 40 countries worldwide. Founded in 2012 by Tom Laband (CEO), Sebastian Doerfel (COO) and Fritz Richter (CTO) Adsquare is headquartered in Berlin, with additional offices in New York, London, Paris, Milan, Madrid, Singapore and Dusseldorf. For more information visit http://www.adsquare.com or contact us via info@adsquare.com.
Unified ID 2.0 is a next-generation identity solution that is an open-source digital framework. With initial development led by The Trade Desk, Unified ID 2.0 is the result of a broad collaboration of publishers, buyers and technology providers across the industry. It serves as an alternative to third-party cookies that aims to improve consumer transparency, privacy and control, while preserving the value exchange of relevant advertising across channels and devices.
Prebid.org, the independent organization designed to ensure and promote fair and transparent marketplaces across the industry, has agreed to serve as operator of Unified ID 2.0. Prebid will begin this role in the second half of this year.