Prebid’s New ID Gives Publishers Much-Needed Control Over Their Data

It teamed with Epsilon to create an identifier as the industry searches for a replacement to third-party cookies

Photo of data
Epsilon transferred ownership of its PubCommon ID to Prebid as part of the initiative. Getty Images

Prebid and Epsilon are teaming to introduce SharedID, an ID product to replace dwindling third-party cookies, but one that aims to put control in the hands of publishers.

@andrewblustein Andrew Blustein is a programmatic reporter at Adweek.