{"id":26084,"date":"2020-12-07T12:42:06","date_gmt":"2020-12-07T18:42:06","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=26084"},"modified":"2023-03-29T21:08:19","modified_gmt":"2023-03-29T21:08:19","slug":"grow-me-the-first-unified-id-2-0-active-integration","status":"publish","type":"post","link":"https:\/\/www.grow.me\/publishers\/grow-me-the-first-unified-id-2-0-active-integration\/","title":{"rendered":"Grow: The First Unified ID 2.0 Active Integration"},"content":{"rendered":"\n<p>Mediavine is excited to announce a new, game-changing partnership that we&#8217;ve quietly developed over the past few months.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.grow.me\/\">Grow<\/a> is integrated and live with <a href=\"https:\/\/www.thetradedesk.com\/industry-initiatives\/unified-id-solution\" target=\"_blank\" rel=\"noreferrer noopener\">Unified ID 2.0<\/a>, the identity solution built for the community by The Trade Desk.<\/p>\n\n\n\n\t<div class=\"key-takeaways\">\n\n\t\t\t\t\t\t<div class=\"key-takeaways__image\">\n\t\t\t\t\t<span>\n\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 286.87 273.79\"><path d=\"M73.55 242.92c-20.21-1.86-13.87 17-25.63 19s-12-13.29-24-13\" fill=\"none\" stroke=\"#21677c\" stroke-linecap=\"round\" stroke-miterlimit=\"10\" stroke-width=\"8.38\"\/><path d=\"m187.47 195.81-.38 4.76-1.36 17.23-.27 3.28-.31 4-1.55 19.48-1.75 22.11a30.34 30.34 0 0 1-1.46 7.16H64.31a29.79 29.79 0 0 1-1.36-6l-2.48-21.14L56.15 210l-.72-6.16-.1-.83 37.73-2 72.22-4.01 5-.27 1.76-.09z\" fill=\"#ef7a62\"\/><path d=\"M48.07 184v15s9.29 14.37 77.57 12.48c67.23-1.86 68.77-18.4 68.77-18.4v-15.81z\" fill=\"#dc4f3f\"\/><path d=\"M194.41 177.27c0 2.46-2 4.83-5.81 7-.52.3-1.07.59-1.65.88s-1 .47-1.53.71c-12.09 5.32-35.52 9-64.94 9-16.35 0-31.36-.27-43.41-1.21-8.62-.66-15.73-1.67-20.75-3.16-5.28-1.56-8.25-3.64-8.25-6.41 0-9.11 27.68-21 73.54-21s72.8 4.68 72.8 14.19z\" fill=\"#dc4f3f\"\/><path d=\"M188.6 179.74c-.22.49-.92.61-1.65.77a3.37 3.37 0 0 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26.81 26.81 0 0 1-10.46-2.83C68.89 240.5 72 223 72 223s6.91-3.42 19-3.69h.47a41.64 41.64 0 0 1 6.85.51h-.17c.72.13 1.41.27 2.08.43 1 .23 1.87.48 2.72.75a33.51 33.51 0 0 1 8.53 4c.04.14-1.48 14.94-7.15 20.33zm45.59.92a27.14 27.14 0 0 1-13.32 2.87 22.46 22.46 0 0 1-2.75-.28 20.23 20.23 0 0 1-3.39-.82 15.78 15.78 0 0 1-3.67-1.77c-2-1.34-3.62-3.86-4.81-6.71a58.07 58.07 0 0 1-3.52-14.5 30.51 30.51 0 0 1 5.25-2.77 37.49 37.49 0 0 1 8.63-2.48c1.06-.17 2.17-.31 3.33-.38a31.88 31.88 0 0 1 3.27-.08c12.13.27 19 3.69 19 3.69s3.15 17.48-8.02 23.23z\" fill=\"#5870ac\"\/><path d=\"M176.92 239.11c8.79 7.53 26.54 23 53.07 7.13\" fill=\"none\" stroke=\"#21677c\" stroke-linecap=\"round\" stroke-miterlimit=\"10\" stroke-width=\"8.38\"\/><path d=\"m220.91 252.41 64.67-109.88c.89-1.51 1.8-.7 1 .86l-61 113.14c-1.65 3.06-4 4.87-5.4 4.15-1.71-.85-1.33-4.78.73-8.27z\" fill=\"#243c4a\"\/><\/svg>\t\t\t\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t<div class=\"key-takeaways__content\">\n\t\t\t\t\t\t\t<h2>\n\t\t\t\t\t<span>Key Takeaways<\/span>\n\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"paragraph paragraph--l\">\n\t\t\t\t\t<ul>\n<li>Like Grow, The Trade Desk&#8217;s Unified 2.0 (UID 2.0) is <strong>built around first-party data<\/strong> which allows users to opt-in to personalized ads.<\/li>\n<li>Unified 2.0 will <strong>protect users\u2019 personal information<\/strong> through hashing and encryption to ensure secure transmission and Mediavine is the <strong>first publisher with a live, active integration with UID 2.0<\/strong>.<\/li>\n<li>With third-party cookies ceasing to exist, publishers who\u2019ve been authenticated and synced with UID 2.0 won\u2019t see a revenue decline. In fact, <strong>publishers with UID 2.0 authenticated traffic will make more in a post-cookie world<\/strong>.<\/li>\n<li>If you\u2019re running Grow, you\u2019re among the first sites to send out bid requests containing UID 2.0, and are <strong>already earning more revenue from your users on Safari, Firefox and other browsers already blocking third-party cookies<\/strong>.<\/li>\n<li>Grow wasn\u2019t just made to enhance your revenue, but also your site\u2019s <strong>user experience<\/strong> with features like favoriting, search and recommended content.<\/li>\n<li>Mediavine publishers can opt-in to Grow\u00a0via their Dashboards now!<\/li>\n<li>Mediavine publishers can <strong>opt-in to Grow<\/strong>\u00a0via their Dashboards now!<\/li>\n<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t<\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling.jpg\" alt=\"woman smiling at phone at a cafe\" class=\"wp-image-26152\"\/><\/figure>\n\n\n\n<p>What do all those words mean and why should <a href=\"https:\/\/www.mediavine.com\/mediavine-publishers-grow-exponentially-after-joining-heres-why\/\">Mediavine publishers<\/a> be excited about everything we said?<\/p>\n\n\n\n<p>Please bear with the forthcoming acronyms and <a href=\"https:\/\/www.mediavine.com\/ad-tech-glossary\/\">ad tech jargon<\/a>, because this is really big news you&#8217;ll want to know about.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-the-trade-desk\">What is The Trade Desk?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.thetradedesk.com\/us\" target=\"_blank\" rel=\"noreferrer noopener\">The Trade Desk<\/a> (TTD) is the largest independent Demand Side Platform (DSP) in the industry. If you don\u2019t know <a href=\"https:\/\/www.mediavine.com\/what-is-a-dsp\/\">what a DSP is<\/a>, it\u2019s the software advertisers use to buy inventory programmatically via <a href=\"https:\/\/www.mediavine.com\/what-is-an-ad-exchange\/\">ad exchanges<\/a>.<\/p>\n\n\n\n<p>We know that was a mouthful, but being the largest independent DSP is a huge deal. It means that a ton of advertisers are submitting bids to the Mediavine auction through TTD.<\/p>\n\n\n\n<p>With the kind of demand volume The Trade Desk controls, any initiative the company involves itself with is set up for success.<\/p>\n\n\n\n<p>That&#8217;s why we&#8217;re so excited about our integration with Unified 2.0 and the potential impact on Mediavine publishers&#8217; bottom line.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-unified-id-2-0\">What is Unified ID 2.0?<\/h2>\n\n\n\n<p>The Trade Desk first built the original Unified ID during our industry\u2019s attempt to build a single, universal identifier. <\/p>\n\n\n\n<p>This identifier made tracking user behavior \u2014 and serving personalized, higher-paying ads to that user \u2014 easier across multiple ad exchanges and with multiple buyers using a single user match. <\/p>\n\n\n\n<p>Like much of the publishing industry, Mediavine supported and adopted TTD&#8217;s original Unified ID.<\/p>\n\n\n\n<p>It had a great run, but as Bob Dylan famously sang about <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic advertising<\/a>, the times, they are a-changin&#8217;. <\/p>\n\n\n\n<p>The Unified ID was built as a <a href=\"https:\/\/www.mediavine.com\/what-are-cookies-and-why-do-they-matter-for-advertising\/\">third-party cookie<\/a>, which is soon to be a thing of the past. Google\u2019s announcement to phase out third-party cookies sometime in 2024 tells you all you need to know.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee.jpg\" alt=\"hands typing on a laptop at a table\" class=\"wp-image-26151\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-enter-unified-id-2-0\"><strong>Enter: Unified ID 2.0<\/strong><\/h3>\n\n\n\n<p>We&#8217;ve talked at length about how the end of third-party cookies will alter the industry in the coming years, and like Mediavine, The Trade Desk is consistently ahead of the curve. <\/p>\n\n\n\n<p>They developed Unified 2.0 for the new world we&#8217;re living in. It\u2019s built around <a href=\"https:\/\/www.mediavine.com\/first-party-data-grow-me\/\">first-party data<\/a>, or the idea of user consent. <\/p>\n\n\n\n<p>As an industry, our goal is for audiences to opt in to personalized ads by choice, after being authenticated or logged in to a site.<\/p>\n\n\n\n<p>So what makes the new, improved Unified ID 2.0 so unique and poised to be an incredibly viable solution in this regard?<\/p>\n\n\n\n<ul>\n<li>Although initially developed by The Trade Desk, it will be open sourced and handed to an independently-governed body.<\/li>\n\n\n\n<li>The email addresses of authenticated users are hashed, encrypted and securely transmitted using rolling decryption keys, protecting users&#8217; personal information.<\/li>\n\n\n\n<li>It\u2019s built with the privacy-first mentality that will define the &#8217;20s, with easy user controls to opt out at any time.<\/li>\n\n\n\n<li>The Trade Desk is backing it. As the largest independent DSP, we can\u2019t stress what a great head start this is in terms of adoption.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop.jpg\" alt=\"hands typing on a laptop computer\" class=\"wp-image-26150\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-unified-id-2-0-greater-security-and-revenue-in-2021-beyond\">Unified ID 2.0 = Greater Security and  Revenue in 2021 &amp; Beyond<\/h2>\n\n\n\n<p><a href=\"https:\/\/services.google.com\/fh\/files\/misc\/disabling_third-party_cookies_publisher_revenue.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Google predicts programmatic revenue will drop up to 60% without third party cookies present<\/a>. Mediavine spends countless hours solving for this, and Unified ID 2.0 is yet another piece of the puzzle.<\/p>\n\n\n\n<p>Traffic from users who have been authenticated and synced with Unified ID 2.0 won&#8217;t see that revenue decline. If anything, that traffic will become even more valuable as there&#8217;s a decreased supply of addressable users, causing advertisers to bid and pay more to reach their same audience.<\/p>\n\n\n\n<p>Even better is that this applies not only to <a href=\"https:\/\/www.mediavine.com\/google-chrome-ad-blocking-relax-going-fine\/\">Google Chrome<\/a> traffic, but to Safari, Firefox and other browsers who already block third-party cookies. With Unified ID 2.0, you can begin earning more money today.<\/p>\n\n\n\n<p>And best of all? Mediavine publishers are uniquely positioned to do so, as the first to integrate with UID2.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Person-Holding-Smartphone-White-Sitting-690x460.jpg\" alt=\"\" class=\"wp-image-15997\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mediavine-is-the-first-publisher-live-with-unified-id-2-0\">Mediavine is the First Publisher Live with Unified ID 2.0<\/h2>\n\n\n\n<p>Because <a href=\"https:\/\/www.mediavine.com\/grow-me\/\">Grow<\/a> is perfectly aligned with the goals of Unified ID 2.0, The Trade Desk chose Mediavine as the first live, active integration and the potential payoff of this opportunity is exciting and worth repeating.<\/p>\n\n\n\n<p>It\u2019s an honor to partner with the largest independent DSP and help set a new privacy-first standard for our evolving ecosystem.<\/p>\n\n\n\n<p>We hope you&#8217;ll join us in furthering this effort, if you haven&#8217;t already &#8211; innovative solutions are right at your fingertips.<\/p>\n\n\n\n<p>If you\u2019re already running <a href=\"https:\/\/grow.me\/publishers\">Grow<\/a>, you\u2019re already among the first sites on the web to send out bid requests containing Unified ID 2.0.<\/p>\n\n\n\n<p>If you don&#8217;t run <a href=\"https:\/\/www.mediavine.com\/newsroom\/mediavine-introduces-grow-me-a-publisher-led-first-party-data-solution-integrating-with-liveramps-authenticated-traffic-solution\/\">Grow<\/a>, well, time to change that! It&#8217;s free to Mediavine publishers and can be set up through the  Dashboard. <\/p>\n\n\n\n<p>Websites running Grow are already authenticating users and building the first-party data that will be so crucial in the coming years \u2014 while offering their logged-in users a better product to boot.<\/p>\n\n\n\n<p>Now with <a href=\"https:\/\/www.mediavine.com\/grow-me-recommended-content\/\">recommended content<\/a>, search and favoriting, Grow isn&#8217;t just improving your revenue but also the user experience \u2014 which is the ultimate win-win for both your audience, and your website&#8217;s future. <\/p>\n\n\n\n<p>Between Mediavine and The Trade Desk, you&#8217;ve partnered with two of the most forward-thinking and innovative forces in the industry to make that future more secure and lucrative.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mediavine is excited to announce a new, game-changing partnership that we&#8217;ve quietly developed over the past few months. Grow is&#8230;<\/p>\n","protected":false},"author":7,"featured_media":38071,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"growme_blocks_gb_metabox":"","footnotes":""},"categories":[12],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Grow: The First Unified ID 2.0 Active Integration - Grow<\/title>\n<meta name=\"description\" content=\"Mediavine has integrated with Unified 2.0 and we&#039;re so excited about Grow and the potential impact on Mediavine publishers&#039; bottom line.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.grow.me\/publishers\/grow-me-the-first-unified-id-2-0-active-integration\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grow: The First Unified ID 2.0 Active Integration - 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