On December 12, 2024, iHeartMedia, a leading audio company in the U.S., announced its adoption of Unified ID 2.0 (UID2), a privacy-centric identity framework developed by The Trade Desk. This integration aims to enhance audio advertising capabilities by improving targeting, measurement, and attribution across iHeartMedia’s platforms. With an extensive reach of 860 live broadcast and streaming radio stations, along with its iHeartRadio platform and status as the top podcast publisher globally, iHeartMedia connects with approximately 250 million monthly listeners.
The implementation of UID2 will enable advertisers to engage more effectively with addressable and privacy-compliant audiences, maximizing marketing opportunities across various media channels. Conal Byrne, CEO of the iHeart Digital Audio Group at iHeartMedia, emphasized that this move sets a new standard in digital audio by combining robust first-party data with UID2’s scalable framework, ensuring brands can connect with listeners in more relevant and personalized ways.
As audio consumption continues to grow, the need for effective identity solutions becomes increasingly critical. By adopting UID2, iHeartMedia reinforces its commitment to creating an open and addressable audio ecosystem that respects consumer privacy while facilitating advertisers’ campaign objectives. This integration also enhances analytics capabilities, offering greater transparency and actionable insights for advertisers.
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Verna De Jesus, Vice President of Inventory Development at The Trade Desk, noted that this collaboration highlights a significant step toward privacy-conscious identity solutions that allow for impactful targeting and measurement. Overall, iHeartMedia’s integration of UID2 positions it as a leader in identity innovation within the audio advertising landscape.
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