Times Internet announces adoption of Unified ID 2.0 for advertisers

Times Internet announces its adoption of Unified ID 2.0 (UID2), a identity framework designed for the open internet. This identity solution aims to empower advertisers to deliver highly targeted content by aligning first-party data with audience information within Times Internet's fully authenticated logged-in dataset. According to Times Internet, in response to the deprecation of third-party cookies, forward-thinking publishers are embracing privacy-conscious approaches to navigate the evolving advertising landscape and strategies for a cookie-free future.

The Trade Desk spearheaded the development of UID2 taking consumers through a privacy-conscious identifier linked to encrypted email addresses.

This identity solution, UID2, is interoperable with other identity frameworks, for advertisers to connect with more audiences.

Puneet Gupt, Chief Operating Officer at Times Internet commented on this development and said, “In alignment with the industry’s data-driven evolution, this innovative identity framework not only empowers advertisers with precise targeting capabilities but also underscores Times Internet's commitment to delivering premium content that readers trust. Unified ID 2.0 enhances the user experience, offering more relevant advertising while ensuring consumers enjoy heightened protection and control in the ever-changing digital advertising landscape."

Bihao Pan, General Manager of Inventory Partnerships at The Trade Desk, said, "The deprecation of third-party cookies necessitates publishers adopting independent, privacy-centric solutions like Unified ID 2.0. As we progress towards a cookie-free future, Unified ID 2.0 offers an upgrade to current industry standards, resulting in a more personalised advertising experience for consumers. It also helps publishers address advertisers’ requirements for enhanced targeting and better measurement across various digital platforms. We're proud to support Times Internet in their pioneering efforts for media in India."

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