The Trade Desk has submitted its Unified ID 2.0 for approval to industry body Partnership for Responsible Addressable Media (PRAM) in a bid to buoy adoption and seek third-party management of the framework.
The move comes as The Trade Desk hopes third-party control of Unified ID 2.0 will improve the perception of the online advertising targeting and measurement tool as a neutral offering.
Unified ID 2.0 is an open-source sign-on solution, initially based on hashed email addresses, first developed by The Trade Desk as a replacement for the third-party cookie, which is nearing its last days.
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