Marketers, take note: Foursquare is now integrated with Unified ID 2.0

Unified ID 2.0, initially developed by The Trade Desk, can help marketers adapt to the deprecation of cookies.

Brooke Cagle

In the midst of a rapidly changing digital identity landscape, the need for powerful solutions to maintain and even enhance the ways that marketers can engage with their consumers is mounting. Unified ID 2.0 is at the forefront of such solutions.

Today, we are pleased to announce Foursquare as a location platform partner integrated with Unified ID 2.0, initially developed by The Trade Desk. By using Unified ID 2.0, marketers can adapt to the deprecation of cookies – which advertisers have traditionally relied on in order to reach their ideal consumers and measure campaign effectiveness with precision and scale.

What is Unified ID 2.0?

Unified ID 2.0 is a new digital identifier that serves as an upgrade to cookies by providing consumers with more control, while enabling advertisers to collect the information they need to deliver relevant advertisements. Additionally, Unified ID 2.0 is better designed for cross-channel advertising than cookies.

Why is Unified ID 2.0 better for consumers?

Transparency, privacy, and control are the essential ingredients for consumer-first technology, and Unified ID 2.0 prioritizes all three.

  • Control: Unified ID 2.0 gives consumers more control by aiming to provide them with a single place to opt-out of UID2, and in the future, monitor and adjust access to how their personal data is being used.
  • Privacy: A user’s Unified ID 2.0 is pseudonymised and does not directly identify who the user is in the real world.
  • Transparency: Users will be able to opt-out and stop granting permission to publishers and advertisers to use their Unified ID 2.0. Additionally, the value exchange of the open internet of allowing for relevant advertising in exchange for free content will be clearly communicated to each user.

What does the launch of Unified ID 2.0 mean for Foursquare and its customers?

With Foursquare, marketers can now add Unified IDs to campaigns that run with Foursquare’s data, utilizing a singular identifier to expand the reach of an audience and understand performance across screens, such as Connected TV, mobile, browser, and more, even in the absence of cookies.

“Foursquare is excited to integrate Unified ID 2.0 into our platforms because it enhances the flexibility of our location-driven Audience & omnichannel Attribution offerings, which are built to deliver results for many of the world’s biggest advertisers,” said Josh Cohen, SVP of Product at Foursquare. “Innovation in the identity space is just getting started, and Foursquare has long been committed to protecting consumer privacy and designing products to be privacy-first. By integrating with Unified ID 2.0, Foursquare is strongly positioned to keep leading the charge toward the new, privacy-conscious future of digital identity.”

“We continue to see momentum across the industry to solve for the future of identity, and partners like Foursquare joining the Unified ID 2.0 initiative is another major milestone,” said Bill Michels, GM of Product at The Trade Desk. “Unified ID 2.0 is an upgrade to current industry standards and preserves the quid pro quo of the internet that provides relevant advertising in exchange for free content that we all enjoy.”

More about Foursquare and The Trade Desk’s lasting partnership

The strategic partnership between Foursquare and The Trade Desk goes back more than five years. The partnership incorporates deep integrations across all of Foursquare’s targeting and measurement products, and in many cases The Trade Desk was first-to-market offering these products globally.

For more information on Unified ID 2.0 and how you can reach your consumers with Foursquare Audience, contact us using the form below.