Programmatic

The Trade Desk's Unified ID 2.0 Counts SpotX as Another Supporter

Independent ad tech and publishers rally behind The Trade Desk-led initiative

SpotX joins 11 other ad-tech companies in supporting The Trade Desk's initiative.SpotX, The Trade Desk

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The demise of the third-party cookie as an effective online advertising tool is 12 months away. The Trade Desk-led initiative, Unified ID 2.0, is fast-emerging as a North Star for the industry’s independent players, with SpotX now among its supporters.

SpotX brings the number of independent outfit supporting Unified ID 2.0 to 11 after it was formally unveiled midway through last year. The video ad-tech specialist joins the ranks of Criteo, LiveRamp, Nielsen and The Washington Post.