Perion Network Ltd., a leader in advanced advertising technology, has announced its adoption of Unified ID 2.0 (UID2)—a next-generation identifier that enables advertisers to target audiences effectively without compromising user trust.

Powered by The Trade Desk, UID2 is designed to replace third-party cookies by converting first-party data (such as email or mobile numbers) into a hashed and salted identifier, ensuring privacy compliance while maintaining ad personalization.

Future-Proofing Digital Advertising with UID2

Perion’s integration of UID2 aligns with its Perion One strategy, reinforcing its commitment to:
Simplifying digital marketing
Enhancing advertising effectiveness
Prioritizing user privacy

Working alongside SORT®, Perion’s proprietary cookieless targeting technology, UID2 strengthens audience verification and targeting capabilities. This allows advertisers to engage authenticated audiences with precise, data-driven campaigns in a cookieless world.

"Our adoption of Unified ID 2.0 seamlessly aligns with our mission to connect data, creative, and channels in a privacy-first advertising ecosystem," said Tal Jacobson, CEO of Perion. "This partnership with The Trade Desk enhances our future-proof solutions, empowering advertisers with advanced, transparent, and effective targeting."

A Privacy-Centric Approach to Personalized Advertising

"By integrating UID2 with Perion’s technologies, we are helping advertisers drive more relevant and impactful campaigns while safeguarding consumer data," said Jaime Nash, Director of Product Marketing at The Trade Desk.

As privacy regulations evolve, Perion’s adoption of UID2 ensures it remains at the forefront of responsible, future-ready advertising—fostering collaboration across the industry through an open-source framework.