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Omnicom Media Group (OMG), the media arm of holding company Omnicom, has formally endorsed Unified ID 2.0 as the post-cookie solution best suited for its clients and publisher partners and will begin to recommend publishers adopt that standard, Digiday has learned. “We think endorsing UID 2.0 will lead to greater scale,” said Megan Pagliuca, chief activation officer at OMG, who said UID 2.0 will be integrated into Omnicom’s Omni data platform, although other cookie replacement solutions, including Google’s Privacy Sandbox solutions and LiveRamp’s Portrait, will be included as well. “For it to be part of the puzzle and be impactful for marketers, it doesn’t have to have industry-wide adoption, but we want to see more adoption than it has today.”

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