Unified ID 2.0 is The Trade Desk’s follow up to its original Unified ID, which served as an alternative ad targeting solution to the walled gardens of Google and Facebook. The difference with the updated version is that the original ID used third-party cookies. The reliance on that part of the current ad targeting toolset is on the verge of being phased out by Apple and Google as the tech giants attempt to respond to stricter privacy laws.

This new iteration of The Trade Desk’s own targeting solution eliminates the need for third-party cookies. Instead, it now uses encrypted email addresses from opted-in users. It’ll also be available across advertising channels, including audio, mobile, streaming TV and web browsers.

Describing Nielsen as the “gold standard in media data and measurement,” The Trade Desk CEO Jeff Green said in a statement that the firm’s support represents a “significant step in advancing the value of the open internet.”

“As consumers embrace connected devices more than ever, and TV becomes fully digitized, advertisers are looking for a new approach to identity that helps them measure across platforms in a way that puts the consumer in control,” Green continued. “With industry-wide collaboration, Unified ID 2.0 accomplishes these objectives while preserving the value exchange of relevant advertising.”

Announced in July and built up over the summer, The Trade Desk is hoping for widespread adoption of Unified ID 2.0 by early 2021. The largest independent demand-side platform has said that its tracking solution will center consumer privacy controls, and allow publishers to retain control over data collected on their site.

“The TV and digital worlds are colliding—to provide the market with cross-media measurement that actually drives transactions, the industry needs to align on a common way to share and protect data,” said Nielsen CEO David Kenny in a statement. “We support The Trade Desk in developing the industry-leading Unified ID 2.0 approach to help drive industry alignment and market efficiency with consumer transparency.”