At 33Across, we’re always looking for ways to improve how publishers connect with their audiences. That’s why we’re excited to announce our integration with Unified ID 2.0 (UID2), an open-source identity solution that prioritizes privacy and transparency. Pioneered by The Trade Desk, UID2 helps solve one of the biggest challenges in digital marketing: privacy-safe addressability without third-party cookies.
With this integration, our Lexicon suite now generates and distributes unique, encrypted UID2s for digital publishers. This means that marketers can tap into authenticated inventory that meets industry standards and privacy frameworks.
The open premium internet is built on transparency, identity, and a clean signal. We welcome 33Across as one of those partners who will believe in that shared vision that enables better targeting, more effective measurement, and greater control for consumers.
— Gabe Richman, General Manager, Global Identity and Ecosystem Partnerships, The Trade Desk
Why This Matters for Publishers and Advertisers
As consumer media consumption evolves, reaching audiences across different channels has never been more critical or more complex. Consumers are engaging with content across websites, apps, and connected TV (CTV), and advertisers need an efficient way to reach them. By integrating UID2 into our platform, marketers now have seamless access to inventory across these channels, while maintaining accuracy and reach.
But it’s not just about expanding access. This integration also addresses one of the most pressing needs for publishers today: how to ensure their inventory remains addressable in a cookieless world. With UID2, 33Across enables publishers to transform their authenticated traffic into privacy-compliant IDs, unlocking new opportunities for targeted advertising.
What This Means for You
Here’s how our partnership with UID2 helps publishers and marketers alike:
- Enhanced Addressability: We’re a trusted UID2 technology provider, which means publishers can now generate and encrypt UID2s directly, maximizing addressability
- Privacy-First Solutions: UID2 lets publishers and advertisers connect with authenticated users in a way that puts privacy and user control front and center
- Cross-Channel Interoperability: Whether it’s on the web, app environments, or CTV, UID2 strengthens publisher traffic across all digital channels
“At 33Across, our mission is to go beyond third-party cookies and deliver maximum addressability across the open web,” said Paul Bell, President of 33Across. “As a Unified ID 2.0 service provider, we enable publishers to leverage an industry-standard solution for privacy-safe, authenticated addressability.”
“The open premium internet is built on transparency, identity, and a clean signal,” stated Gabe Richman, General Manager, Global Identity and Ecosystem Partnerships at The Trade Desk. “We welcome 33Across as one of those partners who will believe in that shared vision that enables better targeting, more effective measurement, and greater control for consumers. We’re excited to see partners like 33Across adopt UID2, helping publishers in a rapidly changing ecosystem.”
Boost your addressability with UID2!
Learn how 33Across can help you leverage UID2 to enhance your audience engagement and ensure privacy-first advertising across channels.
