Carousell Media Group Supports Unified ID 2.0

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Singapore, 19 July 2021 – Carousell Media Group today announced that they will support Unified ID 2.0, a collaborative and open-source framework for cookieless media. Carousell Media Group has prioritized the use of Unified ID 2.0 to preserve the free flow of content in exchange for relevant advertising. Unified ID 2.0 empowers publishers to pseudonymize their first-party data and allows advertisers to optimize their first-party customer data and measure their media investments without third-party cookies. 

As the number one recommerce marketing platform across Southeast Asia, Taiwan and Hong Kong, the Carousell Media Group plays a pivotal role in assisting brands scale their advertising efforts. By leveraging the Group’s family of brands, which includes Carousell,, Cho Tot & OneKyat, advertisers can utilise real-time targeting options to engage its tens of millions of users, of which 70% are millennials.  Most recently, Carousell Media Group partnered with The Trade Desk, the industry-leading demand-side platform to expand its programmatic offerings to advertisers. Through this partnership, advertisers can now reach relevant audiences across devices and engage them meaningfully along their entire digital journey.

Initially developed by The Trade Desk, Unified ID 2.0 provides an alternative to third-party cookies in the form of a privacy-conscious identifier tied to encrypted email addresses. Unified ID 2.0 has been submitted to IAB’s Tech Lab to allow the digital framework to be open-source. The initiative has gained rapid adoption across the advertising ecosystem, among publishers, media buyers and technology providers.

“We are witnessing unprecedented growth in the recommerce market across Southeast Asia, Taiwan and Hong Kong, fueled by consumer demand for sustainability and e-commerce. This has created new opportunities for advertisers and as they move into the era of data-driven marketing, Unified ID 2.0 has the potential to not only enhance our targeting capabilities, but also allow our users to experience relevant advertising.” said JJ Eastwood, Managing Director of Carousell Media Group.

“We welcome Carousell Media Group to the Unified ID 2.0 initiative as they take a step forward on the future of the open internet,” said Vivek Misra, Senior Director, Data Partnerships, The Trade Desk. “Together, we are all creating a better, more privacy-conscious internet across devices and platforms. We’re excited for continued adoption as the ID scales and grows further.”

About Carousell Media Group

The Carousell Media Group (CMG) is the media arm of the Carousell Group and offers advertising solutions for brands and agencies across all brands – Carousell,, Cho Tot and OneKyat. With tens of millions of users in 8 different markets across Southeast Asia, Taiwan & Hong Kong, Carousell Media Group provides scale and reach to advertisers. Visit here for more information.

About Unified ID 2.0

Unified ID 2.0 is a next-generation identity solution that is an open-source digital framework. With initial development led by The Trade Desk, Unified ID 2.0 is the result of a broad collaboration of publishers, buyers and technology providers across the industry. It serves as an alternative to third-party cookies that aims to improve consumer transparency, privacy and control while preserving the value exchange of relevant advertising across channels and devices., the independent organization designed to ensure and promote fair and transparent marketplaces across the industry, has agreed to serve as operator of Unified ID 2.0. Prebid will begin this role in the second half of this year.