The Trade Desk Is Building Version 2.0 of Its Unified ID

It's open-source and won't rely on third-party cookies

The Trade Desk first introduced Unified ID in late 2018. Getty Images

The Trade Desk is building out the second iteration of its Unified ID, an open-source sign-on solution for the open web that the entire digital industry can shape and ultimately participate in.

@andrewblustein Andrew Blustein is a programmatic reporter at Adweek.