NEW YORK — The nation’s No. 1 owner of radio stations and top podcast distributor has adopted “a privacy-focused open-source identity framework” from The Trade Desk in order to meet the ever-changing needs of clients who desire the best audio advertising solutions.
This sees iHeartMedia use Unified ID 2.0 (UID2), bringing the company’s advertising partners advanced tools designed for more effective targeting, precise measurement, and accurate attribution, the company says.
“The integration of UID2 into iHeartMedia’s platforms will allow advertisers to connect more effectively with addressable, privacy-compliant audiences across iHeartMedia’s extensive range of media channels and allow advertisers to take full advantage of the marketing opportunities from iHeartMedia,” the company led by CEO Bob Pittman said on Wednesday.
“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,” said Conal Byrne, CEO of the iHeart Digital Audio Group at iHeartMedia. “Our listeners are at the heart of everything we do, and with UID2, we’re taking another leap forward to ensure that brands can reach them in more relevant, personalized, and privacy-safe ways.”
And, by integrating UID2, iHeartMedia says it “reaffirms its commitment to an open, addressable audio ecosystem that respects consumer privacy while enabling advertisers to achieve their campaign objectives.”
UID2 allows advertisers to leverage authenticated user data, enhancing addressability across iHeartMedia’s platforms, including its podcasting business and iHeartRadio’s digital streaming services.
The use of UID2 also facilitates cross-platform measurement.
“As audio becomes a central part of digital advertising, iHeartMedia’s move to Unified ID 2.0 provides advertisers with the precision and scale they need to connect with key audiences,” said Verna De Jesus, Vice President of Inventory Development at The Trade Desk. “This collaboration reinforces the growing commitment to privacy-conscious identity solutions that still enable impactful targeting and measurement.”
