Procter & Gamble is supporting UID2, the alternative identifier developed by demand-side platform The Trade Desk. Will other CPG players follow suit? If they do they may face hurdles of scale:
But CPG brands that do not have sufficient first-party data may struggle to achieve scale with UID2, even with retail partnerships, said Nancy Marzouk, CEO of identity-focused ad-tech firm MediaWallah.
“[Retailers] would have to have a very robust identity graph,” in order to be useful for CPG companies using UID2, Marzouk said. “And they don’t.”
