The Trade Desk Hands UID 2.0 Code to PRAM

DSP is still looking for an administrator and compliance manager for the identifier


As part of an ongoing effort to build a replacement for third-party cookies, The Trade Desk is handing over code for Unified ID 2.0 to The IAB Tech Lab via the Partnership for Responsible Addressable Media (PRAM).

Code for UID 2.0, an identifier that relies on login details like email addresses and phone numbers, will be open-sourced and live in a publicly available GitHub page overseen by the Tech Lab. Anyone can then look through the code and suggest edits, which the Tech Lab will review and possibly implement.

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