iHeartMedia has announced it is adopting The Trade Desk’s Unified ID 2.0, the privacy-focused, open-source identity framework for digital audio advertising tagging.

iHeart says UID2 allows advertisers to connect more effectively with addressable, privacy-compliant audiences across iHeartMedia’s extensive range of media channels and allow advertisers to take full advantage of the marketing opportunities from the company. The tag makes it possible for advertisers to leverage authenticated user data, enhancing addressability across iHeartMedia’s platforms, including its podcasting business and iHeartRadio’s digital streaming services across platforms as part of its goal to make broadcast listening, which it says still accounts for nearly 70 percent of all ad-enabled audio consumption, to become fully programmatic and addressable.

iHeartMedia Digital Audio Group CEO Conal Byrne said, “iHeartMedia is setting a new standard in digital audio by combining our robust, first-party data with Unified ID 2.0’s scalable identity framework. Our listeners are at the heart of everything we do, and with UID2, we’re taking another leap forward to ensure that brands can reach them in more relevant, personalized, and privacy-safe ways.”

The Trade Desk VP/Inventory Development Verna De Jesus added, “As audio becomes a central part of digital advertising, iHeartMedia’s move to Unified ID 2.0 provides advertisers with the precision and scale they need to connect with key audiences. This collaboration reinforces the growing commitment to privacy-conscious identity solutions that still enable impactful targeting and measurement.”