The Trade Desk to Hand Control of Unified ID 2.0 to Prebid

A neutral body will be in charge of the collaborative replacement to third-party cookies

Illustration of a torch passing
Prebid will independently operate the technical infrastructure of Unified ID 2.0 and monitor the use of the technology by Q2. erhui1979/Getty Images

The Trade Desk is handing over control of Unified ID 2.0, a possible replacement to third-party cookies, to Prebid, a nonprofit organization working to standardize programmatic monetization.

@andrewblustein andrew.blustein@adweek.com Andrew Blustein is a programmatic reporter at Adweek.