Prebid to become an operator of Unified ID 2.0

February 22, 2021
Media Coverage

Adweek reports that The Trade Desk plans to hand over control of Unified ID 2.0, an alternative to third-party cookies, to Prebid to independently operate the technical infrastructure and monitor the use of the technology. The goal is to ensure impartial oversight of the open-source identifier, which as gained traction within the advertising industry.