{"id":26084,"date":"2020-12-07T12:42:06","date_gmt":"2020-12-07T18:42:06","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=26084"},"modified":"2022-02-09T14:07:13","modified_gmt":"2022-02-09T20:07:13","slug":"grow-me-the-first-unified-id-2-0-active-integration","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/","title":{"rendered":"Grow: The First Unified ID 2.0 Active Integration"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Grow: The First Unified ID 2.0 Active Integration<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2020-12-07T12:42:06-06:00\">December 7, 2020<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>Mediavine is excited to announce a new, game-changing partnership that we&#8217;ve quietly developed over the past few months.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.grow.me\/\">Grow<\/a> is integrated and live with <a href=\"https:\/\/www.thetradedesk.com\/industry-initiatives\/unified-id-solution\" target=\"_blank\" rel=\"noreferrer noopener\">Unified ID 2.0<\/a>, the identity solution built for the community by The Trade Desk.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"573\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling.jpg\" alt=\"woman smiling at phone at a cafe\" class=\"wp-image-26152\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-320x229.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-768x550.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-375x269.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-517x370.jpg 517w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-261x187.jpg 261w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-335x240.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-347x249.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-520x372.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-in-cafe-using-phone-smiling-640x458.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>What do all those words mean and why should <a href=\"https:\/\/www.mediavine.com\/mediavine-publishers-grow-exponentially-after-joining-heres-why\/\">Mediavine publishers<\/a> be excited about everything we said?<\/p>\n\n\n\n<p>Please bear with the forthcoming acronyms and <a href=\"https:\/\/www.mediavine.com\/ad-tech-glossary\/\">ad tech jargon<\/a>, because this is really big news you&#8217;ll want to know about.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-the-trade-desk\">What is The Trade Desk?<\/h2>\n\n\n\n<p>The Trade Desk (TTD) is the largest independent Demand Side Platform (DSP) in the industry. If you don\u2019t know <a href=\"https:\/\/www.mediavine.com\/what-is-a-dsp\/\">what a DSP is<\/a>, it\u2019s the software advertisers use to buy inventory programmatically via <a href=\"https:\/\/www.mediavine.com\/what-is-an-ad-exchange\/\">ad exchanges<\/a>.<\/p>\n\n\n\n<p>We know that was a mouthful, but being the largest independent DSP is a huge deal. It means that a ton of advertisers are submitting bids to the Mediavine auction through TTD.<\/p>\n\n\n\n<p>With the kind of demand volume The Trade Desk controls, any initiative the company involves itself with is set up for success.<\/p>\n\n\n\n<p>That&#8217;s why we&#8217;re so excited about our integration with Unified 2.0 and the potential impact on Mediavine publishers&#8217; bottom line.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-unified-id-2-0\">What is Unified ID 2.0?<\/h2>\n\n\n\n<p>The Trade Desk first built the original Unified ID during our industry\u2019s attempt to build a single, universal identifier. <\/p>\n\n\n\n<p>This identifier made tracking user behavior \u2014 and serving personalized, higher-paying ads to that user \u2014 easier across multiple ad exchanges and with multiple buyers using a single user match. <\/p>\n\n\n\n<p>Like much of the publishing industry, Mediavine supported and adopted TTD&#8217;s original Unified ID.<\/p>\n\n\n\n<p>It had a great run, but as Bob Dylan famously sang about <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic advertising<\/a>, the times, they are a-changin&#8217;. <\/p>\n\n\n\n<p>The Unified ID was built as a <a href=\"https:\/\/www.mediavine.com\/what-are-cookies-and-why-do-they-matter-for-advertising\/\">third-party cookie<\/a>, which is soon to be a thing of the past. <a href=\"https:\/\/www.mediavine.com\/google-chrome-to-phase-out-third-party-cookies-as-privacy-concerns-reshape-ecosystem\/\">Google\u2019s announcement to phase out<\/a> third-party cookies in late 2021 or early 2022 tells you all you need to know.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee.jpg\" alt=\"hands typing on a laptop at a table\" class=\"wp-image-26151\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-320x214.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-768x513.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-554x370.jpg 554w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-343x229.jpg 343w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-280x187.jpg 280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-335x224.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-347x232.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-520x347.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-table-coffee-640x427.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-enter-unified-id-2-0\"><strong>Enter: Unified ID 2.0<\/strong><\/h3>\n\n\n\n<p>We&#8217;ve talked at length about how the end of third-party cookies will alter the industry in the coming years, and like Mediavine, The Trade Desk is consistently ahead of the curve. <\/p>\n\n\n\n<p>They developed Unified 2.0 for the new world we&#8217;re living in. It\u2019s built around <a href=\"https:\/\/www.mediavine.com\/first-party-data-grow-me\/\">first-party data<\/a>, or the idea of user consent. <\/p>\n\n\n\n<p>As an industry, our goal is for audiences to opt in to personalized ads by choice, after being authenticated or logged in to a site.<\/p>\n\n\n\n<p>So what makes the new, improved Unified ID 2.0 so unique and poised to be an incredibly viable solution in this regard?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Although initially developed by The Trade Desk, it will be open sourced and handed to an independently-governed body.<\/li><li>The email addresses of authenticated users are hashed, encrypted and securely transmitted using rolling decryption keys, protecting users&#8217; personal information.<\/li><li>It\u2019s built with the privacy-first mentality that will define the &#8217;20s, with easy user controls to opt out at any time.<\/li><li>The Trade Desk is backing it. As the largest independent DSP, we can\u2019t stress what a great head start this is in terms of adoption.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"822\" height=\"800\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop.jpg\" alt=\"hands typing on a laptop computer\" class=\"wp-image-26150\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop.jpg 822w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-320x311.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-768x747.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-375x365.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-800x779.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-380x370.jpg 380w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-235x229.jpg 235w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-192x187.jpg 192w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-335x326.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-347x338.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-520x506.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-computer-laptop-640x623.jpg 640w\" sizes=\"auto, (max-width: 822px) 100vw, 822px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-unified-id-2-0-greater-security-and-revenue-in-2021-beyond\">Unified ID 2.0 = Greater Security and  Revenue in 2021 &amp; Beyond<\/h2>\n\n\n\n<p><a href=\"https:\/\/services.google.com\/fh\/files\/misc\/disabling_third-party_cookies_publisher_revenue.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Google predicts programmatic revenue will drop up to 60% without third party cookies present<\/a>. Mediavine spends countless hours solving for this, and Unified ID 2.0 is yet another piece of the puzzle.<\/p>\n\n\n\n<p>Traffic from users who have been authenticated and synced with Unified ID 2.0 won&#8217;t see that revenue decline. If anything, that traffic will become even more valuable as there&#8217;s a decreased supply of addressable users, causing advertisers to bid and pay more to reach their same audience.<\/p>\n\n\n\n<p>Even better is that this applies not only to <a href=\"https:\/\/www.mediavine.com\/google-chrome-ad-blocking-relax-going-fine\/\">Google Chrome<\/a> traffic, but to Safari, Firefox and other browsers who already block third-party cookies. With Unified ID 2.0, you can begin earning more money today.<\/p>\n\n\n\n<p>And best of all? Mediavine publishers are uniquely positioned to do so, as the first to integrate with UID2.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"460\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Person-Holding-Smartphone-White-Sitting-690x460.jpg\" alt=\"\" class=\"wp-image-15997\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Person-Holding-Smartphone-White-Sitting-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Person-Holding-Smartphone-White-Sitting-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Person-Holding-Smartphone-White-Sitting-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Person-Holding-Smartphone-White-Sitting-1536x1024.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Person-Holding-Smartphone-White-Sitting-2048x1365.jpg 2048w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/01\/Canva-Person-Holding-Smartphone-White-Sitting-735x490.jpg 735w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mediavine-is-the-first-publisher-live-with-unified-id-2-0\">Mediavine is the First Publisher Live with Unified ID 2.0<\/h2>\n\n\n\n<p>Because <a href=\"https:\/\/www.mediavine.com\/grow-me\/\">Grow<\/a> is perfectly aligned with the goals of Unified ID 2.0, The Trade Desk chose Mediavine as the first live, active integration and the potential payoff of this opportunity is exciting and worth repeating.<\/p>\n\n\n\n<p>It\u2019s an honor to partner with the largest independent DSP and help set a new privacy-first standard for our evolving ecosystem.<\/p>\n\n\n\n<p>We hope you&#8217;ll join us in furthering this effort, if you haven&#8217;t already &#8211; innovative solutions are right at your fingertips.<\/p>\n\n\n\n<p>If you\u2019re already running <a href=\"https:\/\/www.mediavine.com\/grow-me-widget-unveiling\/\">Grow<\/a>, you\u2019re already among the first sites on the web to send out bid requests containing Unified ID 2.0.<\/p>\n\n\n\n<p>If you don&#8217;t run <a href=\"https:\/\/www.mediavine.com\/newsroom\/mediavine-introduces-grow-me-a-publisher-led-first-party-data-solution-integrating-with-liveramps-authenticated-traffic-solution\/\">Grow<\/a>, well, time to change that! It&#8217;s free to Mediavine publishers and available via a quick opt-in in your Dashboard. <\/p>\n\n\n\n<p>Websites running Grow are already authenticating users and building the first-party data that will be so crucial in the coming years \u2014 while offering their logged-in users a better product to boot.<\/p>\n\n\n\n<p>Now with <a href=\"https:\/\/www.mediavine.com\/grow-me-recommended-content\/\">recommended content<\/a>, search and favoriting, Grow isn&#8217;t just improving your <a href=\"https:\/\/www.mediavine.com\/ad-revenue-seasons\/\">revenue<\/a> but also the user experience \u2014 which is the ultimate win-win for both your audience, and your website&#8217;s future. <\/p>\n\n\n\n<p>Between <a href=\"https:\/\/www.mediavine.com\/meet-the-new-mediavine-com\/\">Mediavine<\/a> and The Trade Desk, you&#8217;ve partnered with two of the most forward-thinking and innovative forces in the industry to make that future more secure and lucrative.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #000000; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin 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class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1536x864.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-680x383.png 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. 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For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Mediavine is excited to announce a new, game-changing partnership that we&#8217;ve quietly developed over the past few months. Grow is integrated and live with Unified ID 2.0, the identity solution built for the community by The Trade Desk. What do all those words mean and why should Mediavine publishers be excited&#8230;<\/p>\n","protected":false},"author":5,"featured_media":26153,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14,92],"tags":[],"audience_post":[],"class_list":["post-26084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-grow-by-mediavine"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Grow: The First Unified ID 2.0 Active Integration - Mediavine<\/title>\n<meta name=\"description\" content=\"Mediavine has integrated with Unified 2.0 and we&#039;re so excited about Grow and the potential impact on Mediavine publishers&#039; bottom line.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grow: The First Unified ID 2.0 Active Integration\" \/>\n<meta property=\"og:description\" content=\"Mediavine has integrated with Unified 2.0 and we&#039;re so excited about Grow and the potential impact on Mediavine publishers&#039; bottom line.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-07T18:42:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-09T20:07:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-smiling-at-phone-next-to-window-teal.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Hochberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Hochberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"Grow: The First Unified ID 2.0 Active Integration\",\"datePublished\":\"2020-12-07T18:42:06+00:00\",\"dateModified\":\"2022-02-09T20:07:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/\"},\"wordCount\":897,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-smiling-at-phone-next-to-window-teal.jpg\",\"articleSection\":[\"Advertising\",\"Grow\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/grow-me-the-first-unified-id-2-0-active-integration\/\",\"name\":\"Grow: The First Unified ID 2.0 Active Integration - 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