Publishers Want Independent Governance of The Trade Desk's New Unified ID

They're willing to embrace the post-cookie solution, but also want a say in how it's run

Key Insights

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.

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