UID 2.0, a post-cookie identifier from independent programmatic platform The Trade Desk, has gotten a major vote of confidence from the world’s biggest advertising spender.

P&G has expressed its support for UID 2.0, meaning it will be able to use its first-party data to identify users and target ads with publisher sites and apps that use the identifier.

UID 2.0 is being developed as a privacy-conscious ad targeting framework that aims to be more compliant with changing data regulations, platform-side settings and general consumer sentiment towards privacy and tracking. It does this through “tokens,” temporary identifiers that represent a user’s identifiable information, such as an email, but are never shared between partners, have their value changed every time they are used and constantly refreshed to ensure ad targeting is completely anonymous and the tokens are not misused.

These tokens, proponents say, let advertisers anonymously match ad opportunities with their own first-party user data while keeping consumer information protected.

A CPG giant like P&G brings major advertiser-side support to UID 2.0, which thus far has gotten most of its support from publishers, media companies, adtech platforms and agencies. In recent months, The Trade Desk has established partnerships with the likes of Amazon Web Services, Disney and Vox Media, as well as U.S. retailers Albertsons and Target. Those built on previous relationships with agency groups Publicis, Omnicom and IPG, as well as adtech companies like Index Exchange and Magnite.

In Canada, companies including Rogers, Kijiji Canada and Comscore all participated in the first UID 2.0 tests last fall.