Rubicon Project and LiveIntent Join Up for Open Identity Initiative

Ad tech's search for an open ID in a post-cookie world continues

Everyone in the ad-tech world is racing to create the next ID tool as the cookie is on its way out. Getty Images

Independent ad-tech companies LiveIntent and Rubicon Project have inked an agreement to help media traders do business on a non-cookie-based ID.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.