Oracle Helps Usher in New Approach to Identity

Oracle has teamed up with global advertising technology leader The Trade Desk as well as additional organizations to participate in Unified ID 2.0, which is a non-commercial, soon-to-be open source, interoperable framework that offers marketers a new approach to identity, while preserving the value exchange of advertising, and respecting the privacy and protection of consumers.

The announcement was made in an Oracle blog post written by Mollie Spillman, SVP and chief revenue officer, Oracle Advertising.

As the industry adapts to the many changes wrought over the past 2 years by the advent of data privacy regulations such as GDPR and CCPA and the move from using identifiers such as third-party cookies and mobile app IDs (MAIDs), and greater  consumer demand for more data privacy and transparency, she said, Oracle has been focused on how to best serve marketers and respect consumer privacy.

“Our integration with Unified ID 2.0 will enable marketers to unlock the value of first-party data, or leverage quality third-party audience data through our powerful Oracle ID Graph, to connect data and reach desired consumers across platforms and devices with relevancy and scale. For example, a marketer will be able to onboard and enrich first-party data, or leverage third-party audience data, that will generate Unified IDs. Those IDs will then be used to reach consumer audiences who have consented to Unified ID 2.0 across the open internet,” wrote Spillman.

“In short, Unified ID 2.0 offers potential significant upgrades to consumer privacy, transparency, and control. For example, consumers will be able to easily view and manage their preferences, opt out, and manage consent. Additionally, there will be clear, well-defined standards for data collection and ongoing monitoring to ensure compliance.”

The Trade Desk developed the product code for Unified ID 2.0 and collaborated with trade organizations and advertising ecosystem partners to build on that framework, said Spillman., an independent organization designed to ensure and promote fair and transparent marketplaces across the industry, has agreed to serve as operator of Unified ID 2.0. Prebid will begin this role in the second half of this year.

For more information on Unified ID 2.0, go to