Canadian publishers and ad buyers are getting their first look at The Trade Desk’s cookie alternative, as a beta test for the company’s Unified ID 2.0 is now live in the country.

UID 2.0 is an “identity solution” The Trade Desk has been developing to fill the gap left by the end of third-party cookies. The open-source framework uses a hashed email-based identifier and first-party data to target ads. Compared to other replacements, like Google’s interest map-based FLoC, UID 2.0 is the most similar to cookies, albeit with tighter privacy controls and more user transparency, making it the easiest to fit into existing programmatic and targeting platforms.

In Canada, the solution is being supported by media companies Rogers and Kijiji Canada, as well as Comscore. The Canadian offices of companies that have supported previous tests of UID 2.0 are also participating, including adtech firms Index Exchange and Magnite, as well as Publicis, Omnicom and IPG’s Kinesso.

Al Dark, SVP of revenue at Rogers Sports & Media, emphasized the need for transparency and trust in ad targeting, pointing to the company’s connected TV and programmatic businesses as reasons why it made sense to test options that would “give consumers greater control over their data.” Chris Quinn, head of display advertising at Kijiji Canada, said his company is expanding the number of identity solutions integrated into the digital marketplace’s platform, all of which are meant to enable a more transparent experience for shoppers.