Although The Trade Desk is still seeking an entity to fulfill the admin role for Unified ID 2.0, it continues to strike partnerships to support UID2 in the meantime.
On Thursday, Optable became the latest company to partner with The Trade Desk via UID2. The integration is in closed beta and set to go live for all Optable customers in Q4.
Unified ID 2.0 is an open-source industry initiative, spearheaded by The Trade Desk, that aims to replace third-party cookies with hashed and encrypted email-based IDs.
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OPJA enables interoperable privacy safe ad activation based on PII data.
Almost half of marketing execs said they have used data clean rooms, according to one study
The problem is that while they are a viable solution, most traditional DCRs still operate as third-party databases, meaning that users have little to no control over what is being done with their data.
