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3.4-3.388L31 13.362 18.477 25.84z" clip-rule="evenodd"></path></svg></a></header><div class="col col--8"><div class="marquee_IH7t"><ul class="marqueeInner_YF5p"><li class="marqueeItem_JPyE"><img src="/img/partners/acxion-logo.png" alt="Acxiom" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/Adobe_Corporate_Logo-580x250.png" alt="Adobe" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/AlikeAudience.png" alt="AlikeAudience" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Alliant_256x256.png" alt="Alliant" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/audient_logo.png" alt="Audigent" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Comscore_580x250.png" alt="Comscore" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/Experian.svg" alt="Experian" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Foursquare_580x250.png" alt="Foursquare" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/lasso-logo-580x250.png" alt="Lasso" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/Lifesight-Logo-580x250.png" alt="Lifesight" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_LiveIntent_580x250.png" alt="Live Intent" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/liveramp-logo-black.svg" alt="LiveRamp" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/partner-logo-lucid.jpg" alt="Lucid" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Neustar_256x256.png" alt="Neustar" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Nielsen_580x250.png" alt="Nielsen" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/Oracle_Advertising_580x250.png" alt="Oracle" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/salesforce-logo.png" alt="Salesforce" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/snowflake-logo-580x250.png" alt="Snowflake" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Eyeota_580x250.png" alt="Eyeota" class="marqueeImage_z5lr"></li></ul><ul class="marqueeInner_YF5p" aria-hidden="true"><li class="marqueeItem_JPyE"><img src="/img/partners/acxion-logo.png" alt="Acxiom" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/Adobe_Corporate_Logo-580x250.png" alt="Adobe" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/AlikeAudience.png" alt="AlikeAudience" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Alliant_256x256.png" alt="Alliant" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/audient_logo.png" alt="Audigent" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Comscore_580x250.png" alt="Comscore" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/Experian.svg" alt="Experian" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Foursquare_580x250.png" alt="Foursquare" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/lasso-logo-580x250.png" alt="Lasso" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/Lifesight-Logo-580x250.png" alt="Lifesight" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_LiveIntent_580x250.png" alt="Live Intent" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/liveramp-logo-black.svg" alt="LiveRamp" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/partner-logo-lucid.jpg" alt="Lucid" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Neustar_256x256.png" alt="Neustar" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Nielsen_580x250.png" alt="Nielsen" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/Oracle_Advertising_580x250.png" alt="Oracle" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/salesforce-logo.png" alt="Salesforce" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/snowflake-logo-580x250.png" alt="Snowflake" class="marqueeImage_z5lr"></li><li class="marqueeItem_JPyE"><img src="/img/partners/PartnerLogo_Eyeota_580x250.png" alt="Eyeota" class="marqueeImage_z5lr"></li></ul></div></div></div></div></section><section class="bg-lavender text-white features_ZM_0"><div class="container"><header class="row sectionHeader_Oymg header_GRIX"><h2 class="type-beta col col--8">Enable personalization and relevance on content and advertising </h2><p class="type-paragraph-large col col--4 copy_zqxI">Unified ID 2.0 offers greater personalization, targeting, measurement, and security for every use case — from advertisers to publishers and everyone in between.</p></header><div class="featuredList_gDsR"><div class="card_z3Z_"><div class="featureAnimation_tZLw"></div><p class="type-paragraph-large">Use deterministic data for greater precision.</p></div><div class="card_z3Z_"><div class="featureAnimation_tZLw"></div><p class="type-paragraph-large">Upgrade to an omnichannel and cross-device ID type.</p></div><div class="card_z3Z_"><div class="featureAnimation_tZLw"></div><p class="type-paragraph-large">Hash, salt, and transport directly identifying information (DII) as pseudonymized IDs.</p></div></div></div></section><section class="bg-11-o-clock text-white homepagePartnersSegment_qq4t"><div class="container"><header class="row sectionHeader_Oymg header_yssj"><h2 class="type-beta col col--8">It works with you, however you work </h2><p class="type-paragraph-large col col--4 copy_zqxI">Easily integrate Unified ID 2.0 into your existing workflows through a flexible framework of implementation types.</p></header><div class="partnerList_TEaO"><div class="card_VqVg"><a class="text-11-o-clock cardLink_dITb" href="/docs/overviews/overview-publishers"><div class="cardTitle_PIOa"><h3 class="type-delta"><span>Publishers</span> <svg xmlns="http://www.w3.org/2000/svg" width="31" height="26" fill="none" viewBox="0 0 31 26"><path fill="currentColor" fill-rule="evenodd" d="m15.076 22.452 6.76-6.736H0v-4.79h21.624l-6.761-6.737 3.4-3.388L31 13.362 18.477 25.84z" clip-rule="evenodd"></path></svg></h3></div><p class="type-paragraph">Maintain audience targeting without cookies for better impression monetization and more relevance.</p><svg xmlns="http://www.w3.org/2000/svg" width="45" height="56" fill="none" viewBox="0 0 45 56" class="featureImage_FUTk" aria-hidden="true"><path fill="currentColor" stroke="currentColor" stroke-width="1.1" d="M43.555 1.036h-32.67c-.389 0-.687-.272-.687.686v3.731H6.286a.694.694 0 0 0-.687.686v3.732H1.687a.675.675 0 0 0-.687.686v43.757c0 .388.299.686.687.686h32.67a.675.675 0 0 0 .687-.686v-3.132h3.912c.388 0 .716-.298.716-.686v-3.132h3.912c.388 0 .687-.328.687-.716V1.751a.675.675 0 0 0-.687-.686zM2.343 53.628V11.302H33.61v42.356H2.344zM34.327 9.87H6.973V6.855h31.266V49.81h-3.225V10.587a.694.694 0 0 0-.687-.687zm4.599-4.418H11.57V2.437h31.267v43.555h-3.225V6.169c0-.388-.238-.686-.717-.686z"></path><path fill="currentColor" stroke="currentColor" stroke-width="1.1" d="M27.876 21.922H8.107a.675.675 0 0 0-.687.686c0 .388.299.716.687.716h19.77c.388 0 .686-.299.686-.716 0-.418-.298-.686-.687-.686ZM27.876 31.766H8.107a.676.676 0 0 0-.687.686c0 .387.299.715.687.715h19.77c.388 0 .686-.328.686-.715a.675.675 0 0 0-.687-.686ZM27.876 41.637H8.107a.694.694 0 0 0-.687.686c0 .358.299.686.687.686h19.77a.675.675 0 0 0 .686-.686.675.675 0 0 0-.687-.686Z"></path></svg></a></div><div class="card_VqVg"><a class="text-11-o-clock cardLink_dITb" href="/docs/overviews/overview-advertisers"><div class="cardTitle_PIOa"><h3 class="type-delta"><span>Advertisers</span> <svg xmlns="http://www.w3.org/2000/svg" width="31" height="26" fill="none" viewBox="0 0 31 26"><path fill="currentColor" fill-rule="evenodd" d="m15.076 22.452 6.76-6.736H0v-4.79h21.624l-6.761-6.737 3.4-3.388L31 13.362 18.477 25.84z" clip-rule="evenodd"></path></svg></h3></div><p class="type-paragraph">Leverage first-party data for more durable identity strategies and better addressability.</p><svg xmlns="http://www.w3.org/2000/svg" width="58" height="53" fill="none" viewBox="0 0 58 53" class="featureImage_FUTk" aria-hidden="true"><path fill="#030A40" stroke="#030A40" stroke-width="0.695" d="M56.448 50.523H1.738A.725.725 0 0 0 1 51.26c0 .417.32.737.738.737h54.71a.746.746 0 0 0 .738-.737.746.746 0 0 0-.738-.737ZM5.266 47.447h11.64c.418 0 .738-.32.738-.736V21.213a.725.725 0 0 0-.737-.736H5.266a.725.725 0 0 0-.738.736v25.498c0 .416.32.736.738.736Zm10.903-25.465v23.992H6.035V21.982zM23.256 47.446h11.642c.416 0 .737-.32.737-.737V1.737A.725.725 0 0 0 34.898 1H23.256a.725.725 0 0 0-.737.737v44.972c0 .417.353.737.737.737ZM34.16 2.473v43.468H24.026V2.472zM41.247 47.445H52.89c.416 0 .737-.32.737-.737v-35.01a.725.725 0 0 0-.737-.737H41.247a.725.725 0 0 0-.737.737v35.01c0 .417.32.737.737.737Zm10.904-35.01V45.94H42.017V12.434z"></path></svg></a></div><div class="card_VqVg"><a class="text-11-o-clock cardLink_dITb" href="/docs/overviews/overview-dsps"><div class="cardTitle_PIOa"><h3 class="type-delta"><span>Demand-Side platforms</span> <svg xmlns="http://www.w3.org/2000/svg" width="31" height="26" fill="none" viewBox="0 0 31 26"><path fill="currentColor" fill-rule="evenodd" d="m15.076 22.452 6.76-6.736H0v-4.79h21.624l-6.761-6.737 3.4-3.388L31 13.362 18.477 25.84z" clip-rule="evenodd"></path></svg></h3></div><p class="type-paragraph">Maintain cross-device identity resolution and one-to-one targeting connections with deterministic IDs for more precision and omnichannel reach.</p><svg xmlns="http://www.w3.org/2000/svg" width="66" height="46" fill="none" viewBox="0 0 66 46" class="featureImage_FUTk" aria-hidden="true"><path fill="#030A40" stroke="#030A40" stroke-width="1.1" d="M64.172 30.545h-7.487v-6.11a2.24 2.24 0 0 0-2.232-2.229H33.792v-6.613h13.066c.432 0 .792-.36.792-.827V1.791c0-.432-.36-.791-.792-.791H19.106c-.432 0-.828.36-.828.79v12.976c0 .431.36.827.828.827h13.066v6.613H11.511a2.24 2.24 0 0 0-2.232 2.229v6.11H1.792c-.432 0-.792.36-.792.827v12.975c0 .431.36.79.792.79h16.594c.432 0 .792-.358.792-.79V31.372c0-.431-.36-.827-.792-.827h-7.487v-6.11c0-.36.288-.611.612-.611h20.661v6.721h-7.487c-.432 0-.792.36-.792.827v12.975c0 .431.36.79.792.79h16.63c.432 0 .792-.358.792-.79V31.372c0-.431-.36-.827-.792-.827h-7.487v-6.721h20.661a.63.63 0 0 1 .612.61v6.111h-7.487a.837.837 0 0 0-.828.827v12.975c0 .431.36.79.828.79h16.594c.432 0 .792-.358.792-.79V31.372c0-.431-.36-.827-.792-.827zM48.37 43.52V32.127h14.974V43.52zM46.03 2.581V13.94H19.862V2.582zm-20.59 40.94V32.127h15.011V43.52zm-22.892 0V32.127h15.01V43.52z"></path></svg></a></div><div class="card_VqVg"><a class="text-11-o-clock cardLink_dITb" href="/docs/overviews/overview-data-providers"><div class="cardTitle_PIOa"><h3 class="type-delta"><span>Data providers</span> <svg xmlns="http://www.w3.org/2000/svg" width="31" height="26" fill="none" viewBox="0 0 31 26"><path fill="currentColor" fill-rule="evenodd" d="m15.076 22.452 6.76-6.736H0v-4.79h21.624l-6.761-6.737 3.4-3.388L31 13.362 18.477 25.84z" clip-rule="evenodd"></path></svg></h3></div><p class="type-paragraph">Connect audience segments with deterministic signals across all partners for a cohesive identity offering.</p><svg xmlns="http://www.w3.org/2000/svg" width="65" height="54" fill="none" viewBox="0 0 65 54" class="featureImage_FUTk" aria-hidden="true"><path fill="#030A40" stroke="#030A40" stroke-width="1.1" d="M52.17 14.948h-.464C50.958 7.082 44.26.996 36.313.996a15.53 15.53 0 0 0-14.539 10.072 10.6 10.6 0 0 0-1.496-.106c-5.096 0-9.586 3.701-10.655 8.648C4.848 19.895 1 23.953 1 28.793c0 5.054 4.133 9.183 9.193 9.183h18.28c.463 0 .82-.356.82-.819a.806.806 0 0 0-.82-.819h-18.28c-4.169 0-7.554-3.38-7.554-7.545 0-4.164 3.385-7.51 7.519-7.51h.142a.84.84 0 0 0 .82-.712c.641-4.52 4.56-7.9 9.122-7.9.641 0 1.247.07 1.853.177h.178a.8.8 0 0 0 .784-.57c1.853-5.73 7.127-9.61 13.184-9.61 7.448 0 13.505 5.802 13.79 13.24 0 .214.107.428.285.57.143.143.321.178.642.178.428-.035.784-.07 1.14-.07 5.416 0 9.87 4.413 9.87 9.858s-4.418 9.859-9.87 9.859H36.134a.806.806 0 0 0-.82.818c0 .463.357.82.82.82h15.964c6.343 0 11.51-5.162 11.51-11.497s-5.167-11.496-11.51-11.496z"></path><path fill="#030A40" stroke="#030A40" stroke-width="1.1" d="M42.548 32.353a.837.837 0 0 0 0-1.175l-9.62-9.61a.84.84 0 0 0-1.177 0l-9.62 9.61a.837.837 0 0 0 0 1.175.84.84 0 0 0 1.175 0l8.196-8.186v28.01c0 .463.356.819.82.819s.82-.356.82-.819v-28.01l8.195 8.186c.32.32.89.32 1.176 0z"></path></svg></a></div></div></div></section><section class="bg-white text-11-o-clock sectionPadding_RZvr"><div class="container flexContainer_EPZf"><div class="contentContainer__rA8"><h2 class="text-11-o-clock type-delta">Unified ID 2.0 benefits</h2><p>Unified ID 2.0 was created to be conscious of consumer privacy. Users can opt out of the use of their UID2 universally by visiting the opt-out portal. Participants are required to honor user opt-out requests made through the portal.</p></div><a href="https://www.transparentadvertising.com/" target="_blank" rel="noopener noreferrer" class="button button--11-o-clock ctaButton_e8Up">Manage my UID2<svg xmlns="http://www.w3.org/2000/svg" width="10" height="10" fill="none" viewBox="0 0 10 10"><path fill="currentColor" fill-rule="evenodd" d="m8.031 6.067.006-3.126-6.35 6.35-1.11-1.11 6.301-6.3-3.126.005.002-1.572 5.86-.041-.01 5.791z" clip-rule="evenodd"></path></svg></a></div></section><section class="bg-lemon text-11-o-clock homepageCtaStripe_XkGX"><div class="container"><header class="row sectionHeader_Oymg header_h5mx"><h2 class="type-beta col col--8">Ready to get started with Unified ID 2.0? </h2><p class="type-paragraph-large col col--4 copy_zqxI">Request access or a consultation with an expert, or visit our most up-to-date technical documentation</p></header><div class="ctasWrapper_wncN"><a class="button button--11-o-clock" href="/request-access">Request access</a><a class="type-eta text-11-o-clock ctaArrow_2O1x" href="/docs/intro"><span>Browse the Docs</span><svg xmlns="http://www.w3.org/2000/svg" width="31" height="26" fill="none" viewBox="0 0 31 26" class="ctaArrowIcon_KEet"><path fill="currentColor" fill-rule="evenodd" d="m15.076 22.452 6.76-6.736H0v-4.79h21.624l-6.761-6.737 3.4-3.388L31 13.362 18.477 25.84z" clip-rule="evenodd"></path></svg></a></div></div></section><section class="bg-dirty-socks homepageNews_BZgg" id="home-news"><div class="container"><header class="header_vkWu"><h2 class="type-gamma text-11-o-clock">Press releases and media coverage</h2></header><div class="cardGrid_ya8S"><div><a href="https://www.adexchanger.com/programmatic/programmatic-audio-is-a-tough-market-so-soundcloud-is-leading-with-display-and-video/" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">SoundCloud</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">November 5, 2024</p></div></a></div><div><a href="https://www.axios.com/2024/10/22/spotify-ad-exchange-trade-desk-partnership" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Axios</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">October 22, 2024</p></div></a></div><div><a href="https://newsroom.roku.com/news/2024/08/roku-enhances-benefits-for-advertisers-with-adoption-of-unified-id/w0bp8lav-1722528950" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Roku</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">August 1, 2024</p></div></a></div><div><a href="https://askcaddle.com/resources/news/caddle-partners-with-the-trade-desk/" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Caddle</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">July 17, 2024</p></div></a></div><div><a href="https://www.foxcorporation.com/news/corp-press-releases/2024/fox-and-the-trade-desk-announce-extensive-advertising-integrations-across-fox-portfolio/" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Fox</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">June 19, 2024</p></div></a></div><div><a href="https://investor.siriusxm.com/news-events/press-releases/detail/2078/pandora-becomes-first-audio-publisher-to-adopt-unified-id" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Pandora</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">June 17, 2024</p></div></a></div><div><a href="https://scripps.com/press-releases/scripps-partners-with-the-trade-desk-to-deliver-new-data-driven-tools-to-advertisers/" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Scripps</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">June 10, 2024</p></div></a></div><div><a href="https://www.streamtvinsider.com/advertising/lg-adopts-uid2-partnership-trade-desk" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">LG</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">May 9, 2024</p></div></a></div><div><a href="https://world.einnews.com/pr_news/706392500/bonbon-announces-adoption-of-openpass-and-unified-id-2-0-to-empower-publishers-on-the-open-internet" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Bonbon</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">April 25, 2024</p></div></a></div><div><a href="https://clinch.co/the-trade-desk-uid2/" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Clinch</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">March 25, 2024</p></div></a></div><div><a href="https://business.adobe.com/blog/the-latest/deliver-personalized-ad-experiences-with-adobe-advertising-and-unified-id2-0" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Adobe Advertising</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">March 18, 2024</p></div></a></div><div><a href="https://brandequity.economictimes.indiatimes.com/news/industry/times-internet-adopts-unified-id-2-0-spearheading-the-future-of-identity-solutions/107365806" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Times Internet</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">February 5, 2024</p></div></a></div><div><a href="https://www.prnewswire.com/news-releases/dish-media-adopts-unified-id-2-0--enhancing-first-party-data-audiences-for-advertisers-across-dish-tv-and-sling-tv-302047385.html" target="_blank" rel="noopener noreferrer" class="bg-white card_FsIW"><div class="cardBody_wS90"><h3 class="type-paragraph-large text-11-o-clock">Dish Media</h3><hr class="divider_P3R3"><p class="type-eta text-gray-600">January 30, 2024</p></div></a></div><div><a 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