As the industry braces itself for the depreciation of third-party cookies next year, multiple efforts are underway to find a new cornerstone for online ad targeting.
Google is pressing ahead with its Privacy Sandbox experiments while Universal ID 2.0 has emerged as the standard of choice for the independent ad-tech sector’s substitute for third-party cookies.
Initially spearheaded by The Trade Desk, UID 2.0 attempts to create an open-source framework for ad targeting gleaned from email addresses contained in publisher log-ins with the standard now
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