Canadian video platform Rave is the latest company to support UID 2.0, The Trade Desk’s solution for post-cookie ad targeting and optimization.

Rave operates a group-viewing platform, which allows users to host virtual viewing parties for content on platforms like Netflix, Disney+ and YouTube, complete with chat functions. It currently has over 70 million subscribers globally.

Using UID 2.0, Rave will be able to provide its audience data to advertisers for activation in a privacy-safe way. The data can include specific media that was viewed, giving more insight to interest categories users may be a part of.

“Rave’s support of Unified ID 2.0 is a great example of how cross device identity solutions can benefit both advertisers and consumers,” says Jay Goebel, general manager of data partnerships at The Trade Desk. “UID 2.0 enables a healthier, more transparent online ecosystem where marketers target their media-buys precisely while consumers exchange content for more relevant advertising.”

The Trade Desk has been developing UID 2.0 as a post-cookie identifier, and an independent alternative to options being proposed by the likes of Google. Other Canadian companies that are supporting UID 2.0 include Environics Analytics, Optable and Drako, with Rogers, Comscore and Kijiji Canada also participating in testing phases. Globally, it has also received support from Amazon, Disney, P&G, Publicis, Omnicom and IPG.