Batter up: On Thursday, sports-focused live TV streaming service FuboTV became the first connected TV company to join the Unified ID 2.0 initiative.
UID 2.0 is an open-source industry effort originally spearheaded by The Trade Desk that aims to create an alternative to third-party cookies using hashed or encrypted email addresses.
FuboTV’s support expands UID 2.0 to the streaming service’s connected TV footprint of paid subscribers. Fubo, which went public in October, ended its third quarter with 455,000 paid subs, a 58% year-over-year increase.
Fubo will work with The Trade Desk and other UID 2.0 partners to develop industry-wide standards and solutions to support CTV advertising. Eventually, a unified identifier could help Fubo enhance its addressable targeting offerings for its advertiser partners.
Diana Horowitz, Fubo’s SVP of ad sales, told AdExchanger during an interview in November that Fubo was in talks to join the initiative.
“We’re a big supporter of anything that spreads the word about the value of CTV while also elevating our offering,” Horowitz said at the time. “We partner as much as we can also across the industry.”