Paramount EyeQ adopts Unified ID 2.0

Paramount yesterday announced the enablement of Unified ID 2.0 (UID2) to transact across a group of Paramount’s owned and operated streaming channels, including including Paramount+, and Pluto TV.

The DSP The Trade Desk pioneered UID2. Supporters of the UID2 include AppLoving, BuzzFeed, MediaVine, Newsweek, Xandr, Tubi, Variety, Adswizz, Criteo, GumGum, Index Exchange, Magnite, Open, Pubmatic, SpotX, and Pubmatic.

By utilizing UID2, participating advertisers are  able to match their first-party data against a subset of UID2 enabled Paramount inventory, with the ability to scale the solution across Paramount’s EyeQ inventory.

Launched in 2021, EyeQ serves as a single point of entry for advertisers across Paramount’s vast streaming library, including Paramount+, Pluto TV, BET, CBS News, CBS Sports Network, Comedy Central, MTV, Paramount Network, Smithsonian Channel, VH1 and more.

“With EyeQ, we set out to offer advertisers a premium CTV ad solution with massive scale, bolstered by audience optimization capabilities, and simple, speedy campaign execution,” said Leo O’Connor, SVP and Head of Programmatic Advertising, Paramount. “We are excited to leverage Unified ID 2.0 in collaboration with The Trade Desk and provide innovative, privacy-conscious audience targeting solutions for our shared advertiser clients.”

Paramount says it will support UID2 as a private operator. As a private operator, Paramount’s data will be hashed and salted into a UID2 token within Paramount’s tech stack before entering the programmatic ecosystem, underscoring Paramount’s commitment to user privacy.