Environics Analytics has expanded its partnership with The Trade Desk, not only making more of its data available for campaigns on the programmatic platform, but incorporating the UID 2.0 post-cookie identifier into its clean room ambitions.

As part of the expanded partnership, Environics Analytics will make UID 2.0 part of its EAVault clean room services, allowing brands to create the identifier from first-party data brought into the platform.

EAVault is a clean room platform tailor-built for the Canadian market. Like other clean rooms, it allows for advertisers and publishers to compare and match first-party data with customers or users, without actually sharing any personally identifiable information. Environics Analytics has made clean room tech a priority over the last year and, in July, signed a deal with Optable to incorporate its data collaboration tech into EAVault.

The Trade Desk’s UID 2.0 is the adtech company’s post-cookie identifier, and it has spent the better part of the last year drumming up support from major players in the ad industry. On Wednesday, it secured another major data partner when Salesforce announced clients would be able to generate UID 2.0 based on data managed within its Customer Data Platform.

Other companies that have pledged some level of support to UID 2.0 include Amazon, Disney, Vox Media and P&G, as well as agency holding companies Publicis, Omnicom and IPG. In Canada, local offices of the global agency networks have been participating in UID 2.0 tests, as have the likes of Rogers, Comscore and Kijiji Canada.

“The Trade Desk has a significant footprint in the Canadian market and having our industry leading data in the platform continues our strategy of helping our clients enhance their digital campaigns and spend,” says Jan Kestle, Environics Analytics’ president, Jan Kestle. “The improvement to consumer privacy that Unified ID 2.0 offers is significant in building an internet that benefits us all.”

In addition to UID 2.0, Environics Analytics is also building on its partnership with The Trade Desk by offering more of its data, targeting and measurement capabilities to programmatic campaigns bought and sold through the platform. After making its proprietary PRIZM segmentation system available on the DSP last year, Environics Analytics’ demographic, behavioural, financial and psychographic targeting will be available to advertisers for activation across media channels, including DOOH and connected TV.