Perion Adopts Unified ID 2.0 Powered by The Trade Desk to Enhance First-Party Data Utilization and Omnichannel Reach

Perion Network Ltd., a leading provider of advanced advertising technology solutions, has announced its adoption of Unified ID 2.0 (UID2). This cutting-edge identifier enables advertisers to reach their target audiences effectively across multiple devices while maintaining user privacy and trust. Powered by The Trade Desk, a global leader in advertising technology, Perion’s adoption of UID2 aligns with its Perion One strategy, reinforcing its commitment to simplifying digital marketing, maximizing advertising impact, and prioritizing consumer data protection.

UID2 transforms first-party data—such as email addresses or mobile numbers—into a hashed and salted identifier, safeguarding personally identifiable information (PII) while supporting personalized and effective programmatic advertising. As data privacy regulations continue to evolve, UID2 empowers advertisers, publishers, and digital platforms to leverage first-party data for authenticated audience targeting and accurate campaign measurement.

Seamlessly integrating with Perion’s proprietary technologies, including SORT®, UID2 enhances audience verification and targeting, ensuring compliance with responsible data practices. This adoption strengthens Perion’s ability to deliver relevant ads to authenticated users while preparing for a future without third-party cookies. By leveraging UID2’s open-source framework, Perion fosters collaboration with industry leaders to drive innovation in digital advertising.

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“Our adoption of Unified ID 2.0 aligns seamlessly with Perion’s mission to connect the dots between data, creative, and channels in an advertising environment that emphasizes transparency,” said Tal Jacobson, CEO of Perion. “Embracing this solution not only underscores our strategic partnerships with top-tier advertising technology partners like The Trade Desk but also equips our customers with advanced, easy-to-use solutions that co-exist alongside our proprietary technologies and solutions within our Perion One platform.”

“Partnering with Perion, we’re expanding their future-proof offerings for advertisers to include Unified ID 2.0,” said Jaime Nash, Director of Product Marketing at The Trade Desk. “With an audience-first approach, we are helping advertisers drive more relevant and impactful campaigns while prioritizing consumer data safety that still delivers personalized ad experiences.”