To support privacy-conscious ad exposure and diversify available identity solutions for brand-lift measurement, Cint is excited to enable Unified ID 2.0 (UID2) for Lucid Measurement on UID2-supported demand-side platforms like The Trade Desk.
UID2 will supplement the current Lucid Measurement identity graph to provide robust, omni-channel brand lift measurement and enable scalability. The inclusion of UID2 within the supported services means that The Trade Desk advertisers using brand lift studies (BLS) may be able to capture a broader portion of their intended audiences and potentially see increased measurement accuracy both today and beyond.
The Trade Desk advertisers that used UID2 as part of the test launch showed increased impression matches and survey traffic leading to better BLS performance. Based on a Cint analysis including UID2 in media campaigns that ran during the test period of January through June 2024, Cint was able to add an average of 48% more matches than campaigns using device and cookie matches alone. The Trade Desk campaigns with UID2 implementation have shown an average Awareness lift of 9.4%, and an Ad Recall lift of 3.5%.
“Unified ID 2.0 creates a more durable way for brands to deliver their campaigns, including important tools like brand lift. Together with Cint, advertisers can further measure the success of their campaigns and aim to make the most of their ad budgets.”
-Jaime Nash, Director of Product Marketing, The Trade Desk
Cint is proud to work with valued partners like The Trade Desk to integrate privacy-first identity solutions such as UID2 in support of an open and transparent internet.
