The Trade Desk Logo
  • EN
The Trade Desk icon
The Trade Desk Logo
  • EN

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.

Identity