For Universal ID 2.0, Magnite and Index Exchange Join Forces With The Trade Desk

Two of the largest independent SSPs now support the post-cookie identity product

Magnite and Index Exchange, two of independent ad-tech’s largest supply-side platforms, are the latest companies to support The Trade Desk’s Unified ID 2.0, it’s replacement for third-party cookies.

The two SSPs are the fourth and fifth major companies to support the identity product in recent weeks after Nielsen, LiveRamp and Criteo started collaborating with The Trade Desk to help drive wide adoption of the identity product.

The Trade Desk began building Unified ID 2.0 this year as the first iteration of the widely used product relied on third-party cookies, which Google will no longer support in its Chrome browser by 2022, essentially putting an expiration date on the web trackers.

Tom Kershaw, CTO of Magnite, said in a statement that the next generation of identity needs to be open and easily accessible, with transparency and consumer privacy at its core.



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