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Key Insights
- The Trade Desk will spend more money with publishers that drive more sign-ins.
- The Trade Desk will likely rely on SSPs to push Unified ID 2.0 to publishers, instead of a client services team.
- A non-biased governing body needs to be formed to police misuse.
The Trade Desk is in the early days of building Unified ID 2.0, which it hopes will save the open internet as we know it.
Moves are already underway to achieve publisher buy-in, but some would like extra assurances over potential conflicts of interest and data leakage.
Unified
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