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


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.

By the second quarter of 2021, Prebid will independently operate the technical infrastructure of Unified ID 2.0 and monitor the use of the technology. The goal is to ensure impartial oversight of the open-source identifier, which has gained serious traction from publishers and ad-tech companies since The Trade Desk first announced it was building Unified ID 2.0

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