iHeartMedia has adopted Unified ID 2.0, saying it will provide its advertisers better tools for targeting, measurement and attribution.
UID2 is described as “a privacy-focused, open-source identity framework pioneered by The Trade Desk” to meet the needs of audio advertising.
The announcement was made by Conal Byrne, CEO of its Digital Audio Group. ““iHeartMedia is setting a new standard in digital audio by combining our robust, first-party data with Unified ID 2.0’s scalable identity framework.”
The company said the importance of effective and scalable “identity solutions” has grown. “By integrating UID2, iHeartMedia reaffirms its commitment to an open, addressable audio ecosystem that respects consumer privacy while enabling advertisers to achieve their campaign objectives.” iHeartMedia says it reaches a quarter of a billion monthly listeners in the United States.
Pandora Media, part of SiriusXM, adopted UID2 in the summer, saying it was the first audio publisher to do so.
