Perion Network Ltd., a leader in advanced advertising technology, has adopted Unified ID 2.0 (UID2), powered by The Trade Desk, to enhance privacy-compliant advertising. UID2 converts first-party data, such as email addresses or mobile numbers, into hashed identifiers, enabling effective cross-device targeting while safeguarding user privacy. This integration aligns with Perion’s commitment to simplifying digital marketing and enhancing advertising effectiveness. “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.
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By integrating UID2 with proprietary technologies like SORT®, Perion aims to improve audience verification and targeting capabilities, ensuring compliance with evolving privacy regulations and preparing for a cookieless future. Jaime Nash, Director of Product Marketing at The Trade Desk, added, “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.” This collaboration underscores Perion’s dedication to responsible data practices and delivering relevant ads to authenticated audiences.