Advertisers using Salesforce’s Customer Data Platform (CDP) to manage their first-party data will now also be able to use it to generate UID 2.0s, the post-cookie identifier from The Trade Desk.

Salesforce’s CDP is a platform that allows clients to store, organize and activate customer data and analytics between teams. It provides real-time insights, the ability to build audience segments and incorporate data from other sources.

Announced Wednesday at the company’s annual Dreamforce developer conference, advertisers that are both Salesforce and Trade Desk clients can generate email-based UID 2.0 identifiers from the wealth of first-party data points they have within CDP.

This can be activated on all of The Trade Desk’s media channels, including online display, digital OOH and connected TV.

Jay Goebel, general manager of data and identity partnerships at The Trade Desk, says the partnership will be help advertisers more easily utilize UID 2.0 using “the most powerful dataset available to them,” their first-party data.

UID 2.0 is one of several cookie alternatives that have been in the works since Google announced it would be ending support for third-party cookies, but it has picked up some of the most high-profile partners from all sides of the industry. In recent months, it has received support from the likes of Amazon, Disney and P&G.