ucfunnel has announced that they have adopted Unified ID 2.0, a new collaborative, industry-wide approach to internet identity. Initially developed by The Trade Desk, Unified ID 2.0 has been designed from the consumer's perspective, with the goal of upgrading privacy and control for consumers, while preserving the value of relevant advertising. The new ID solution is an upgraded alternative to third-party cookies and will be open source. Unified ID 2.0 has been submitted to IAB's Tech Lab to allow the digital framework to be open source and has gained rapid adoption across the advertising ecosystem, among publishers, media buyers and technology providers. Currently, ucfunnel partners with Smart TVs powered by MediaTek, including Express Luck, Caixun, RCA, SANSUI, Skyworth, Coocaa, Bella, and the leading CTV portal company NetRange. ucfunnel believes that Unified ID 2.0 will enhance the scope of dynamic advertising for marketers, accessing ad spaces on their Premium Streaming VoD content. Accompanied with ucfunnel's validated Consent Management Platform for CTV approved as TCF-compliant by the IAB Europe, the combination maximizes ucfunnel's capability to offer a total solution that can lead to privacy-centric results and advanced ad performances.