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 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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