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.

‍

To red the remainder of this article please visit AdExchanger.com.