Datonics Joins Unified ID 2.0 Initiative

Datonics aligns with leading identity solutions to expand the reach of its data in a cookieless future

Digital data pioneer Datonics has joined the Unified ID 2.0 initiative, an identity solution and open-source digital framework developed by The Trade Desk. The integration allows Datonics to associate Unified ID 2.0 values with its data, thereby allowing media buyers within The Trade Desk to use Datonics data to reach specific audiences for their campaign needs.

Unified ID 2.0 is privacy-conscious identity solution built from hashed and encrypted email addresses. Its framework was developed to provide marketers with a way to activate data in a consumer-friendly manner, and consistent with the changes that will take place when third-party cookie are deprecated. Datonics is aligning with leading identity solutions such as Unified ID 2.0 to expand the availability of its data to marketers beginning to operate within the cookieless ecosystem.

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“At Datonics, we are focused on providing marketers with sustainable data that drives scale and allows brands to reach audiences in a privacy-safe manner. This is true to our practices for the way digital works today, and also for the way that digital will work in the future,” said Michael Benedek, CEO, Datonics. “We are evolving alongside the industry. Datonics joining the Unified ID 2.0 initiative is one example of our commitment.”

“As more industry partners like Datonics support Unified ID 2.0, it’s exciting to see this new approach to identity continue to gain momentum,” said Jay Goebel, GM, Data Partnerships. “It’s becoming increasingly important to address the need for an alternative to identity that really is an upgrade for everyone from consumers to advertisers and publishers.”

Datonics data is built on 300+ million monthly users, aggregated from a network of online websites and best-in-class specialty data partners, including 1,300 segments of search, intent, life-stage, behavioral, B2B, demographic, point-of-interest and past purchase segments. Datonics also offers an unlimited number of custom segments that can be built from keywords or location visits.

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