NZME partners with new internet identity solution, Unified ID 2.0

NZME has revealed it will be the first digital partner in New Zealand to utilise Unified ID 2.0, an innovative open internet identification system. By doing so, NZME’s advertisers will be able to improve their ability to target prospective customers.

Pioneered by The Trade Desk, Unified ID 2.0 (UID2) will match first-party data with audience data from across NZME’s full authenticated logged in dataset. The solution puts the consumer in the driver’s seat in the form of a privacy-conscious identifier tied to encrypted email addresses. This new identity framework is open source and has gained rapid adoption among technology providers, advertisers, and online publishers.

NZME is the first digital partner to adopt this new identity solution in New Zealand. Inter-operable with other identity frameworks, UID2 helps advertisers reach more relevant audience, whilst also prioritising consumer privacy and transparency.

Carolyn Luey, NZME Chief Digital & Publishing Officer, says since the announcement of the depreciation of third-party cookies NZME has been exploring the possibilities of an alternative, privacy centric solution for its clients.

“NZME prides itself on being one of New Zealand’s most innovative and digitally transformative media companies and we are thrilled to be the first digital media partner, teaming up with The Trade Desk and LiveRamp to test Unified ID 2.0 in the New Zealand market. Unified ID 2.0 will allow us to continue to deliver quality journalism that our readers can trust, in more ways than one. With the support of our partners, we are very excited to provide all our stakeholders with innovative solutions, better outcomes, and data control,” says Luey.

James Bayes, Vice President ANZ at The Trade Desk says: “As the identity landscape moves toward a consent-based, opt-in environment, there is growing demand for independent, transparent, privacy-centric solutions that meet advertisers’ need for more precision in reaching the right audiences and better measurement across digital channels. We’re proud to be supporting NZME in their endeavours as they pioneer the way for New Zealand media.”

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