Montreal-based Optable has partnered with The Trade Desk to encrypt and sync the UID 2.0 post-cookie identifier from its clean rooms.

Optable is a data collaboration platform and clean room solution designed for the advertising ecosystem. As part of the partnership, Optable will now become a private operator of UID 2.0. This will allow brands to activate their first-party data directly from the Optable clean room, in a private and secure environment.

Operators are companies that are able to generate UID2s and UID2 tokens, privacy-safe identifiers that are used to match users with first-party data. Public operators are those that generate UID2s and UID2 tokens that are more widely accessible, while private operators operate their own, internal version of UID2 that doesn’t leave its own infrastructure. This allows first-party data to still be integrated with publisher and CRM data, or connected to other UID2 data sources, while being more secure and transparent.

Other private operators include Amazon Web Services, IPG and InfoSum.

Clean room technology allows for advertisers to compare data with platforms and publishers in a privacy-safe, closed environment for the purposes of building audiences and eliminating duplication. To that end, the new partnership, the companies say, will also come with benefits for publishers.

From them, this will simplify the deployment of UID 2.0 across their websites and applications, and allow them to use Optable’s end-to-end cleanroom approach to keep first-party data in a secure environment, while enabling audience activation using UID 2.0.