Amazon Web Services partners with Trade Desk's UID2 for marketers to integrate first-party data
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Amazon's (NASDAQ:AMZN) Amazon Web Services will partner with Unified ID 2.0, an open-sourced alternative identifier developed by The Trade Desk (NASDAQ:TTD) and supported by over 40 publishers, Adweek reported.
The partnership enables AWS to act as a private operator of UID2 which means marketers can directly integrate their first-party data, if they house it with AWS, along with publisher data, minting UID2 tokens without intermediary steps.

Other data firms and agency networks like Snowflake, InfoSum and IPG have signed up to be private operators of UID2 or parties that process identifiable information in a way The Trade Desk deems privacy safe.
Advertisers will be able to seamlessly integrate their data housed on AWS with UID2 via a technology called Nitro Enclaves.