Paramount Promoting Appears to Scale Identification on CTV

Paramount Promoting Appears to Scale Identification on CTV

Paramount is planting a brand new flag on its mountain of promoting capabilities.

High line

Paramount Promoting introduced on Wednesday that it’s enabling Unified ID 2.0 (UID2) to transact throughout a gaggle of Paramount’s owned and operated streaming channels housed inside EyeQ, the corporate’s video promoting platform.

Between the traces

UID2, which was developed by The Commerce Desk, is a cookie-less identifier constructed from hashed and encrypted e mail addresses to offer elevated privateness and safety. By using UID2, advertisers can match first-party knowledge towards a subset of UID2-enabled Paramount stock, with the power to scale throughout Paramount’s EyeQ stock.

“With EyeQ, we got down to provide advertisers a premium CTV advert answer with huge scale, bolstered by viewers optimization capabilities and easy, speedy marketing campaign execution,” Leo O’Connor, svp and head of programmatic promoting at Paramount, mentioned in a press release. “We’re excited to leverage Unified ID 2.0 in collaboration with The Commerce Desk and supply revolutionary, privacy-conscious viewers focusing on options for our shared advertiser purchasers.”

EyeQ funnels Paramount’s intensive content material portfolio, together with Paramount+, Pluto TV, BET, CBS Information, CBS Sports activities Community, Comedy Central, MTV, Paramount Community, Smithsonian Channel and VH1 by a scaled answer. At its 2022 upfront week presentation, Paramount introduced that EyeQ has grown to greater than 80 million full-episode month-to-month viewers from Paramount+ and Pluto TV.

“In partnership with leaders like Paramount, this help of UID2 can permit collaborating advertisers to embrace new approaches to id throughout the digital media panorama,” Tim Sims, chief income officer at The Commerce Desk, mentioned. “Paramount’s inclusion of Unified ID 2.0 in choose stock represents a significant second within the seismic shift presently taking place in TV media shopping for.”

Paramount will help UID2 as a personal operator, which means the corporate’s knowledge will probably be hashed and salted right into a UID2 token inside Paramount’s tech stack earlier than coming into the programmatic ecosystem.

Backside line

With the announcement, Paramount joins a number of different main UID2 supporters, together with FuboTV and Tubi.

AMC Networks turned the primary conventional linear community to publicly undertake the focusing on software in June 2021. On the time, Evan Adlman, svp of superior promoting and digital partnership for AMC Networks, mentioned that the corporate’s aim was to make all of its digital stock available for purchase programmatically.

“Becoming a member of the Unified ID 2.0 initiative made excellent sense,” Adlman mentioned.