Procter & Gamble, one of the world’s largest advertisers, announced today it is supporting UID2, the alternative identifier developed by demand-side platform The Trade Desk. The tie-up means that the advertiser can use its first-party data to identify and target people—in a more privacy compliant way than third-party cookies—on publishers’ sites that also have UID2 activated.
P&G is in the consumer packaged goods sector, an industry that traditionally relies on retail and has fewer touch points with customers—historically making it more of a challenge to collect first-party data.
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