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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.