September 29, 2022
Bosko Milekic

Ad Exchanger: (Clean) Room for One More: Optable Joins Unified ID 2.0

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.

Data Clean Rooms

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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