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.
The largest independent demand-side platform ruffled feathers with the first version of its Unified ID product, which used third-party cookies, but Google’s decision to phase out the web trackers in Chrome by 2022 essentially put an expiration date on it.
Now it is building version 2.0,
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