Magnite Endorses Unified ID 2.0 Initiative and Announces Prototype Support
Global SSP to Endorse Unified ID 2.0 and Build on The Trade Desk’s Efforts to Upgrade Internet Identity Framework
“Magnite and The Trade Desk share the common belief that the next generation of identity needs to be open and ubiquitous, with consumer privacy, transparency and control at its core,” said
Unified ID 2.0 also provides an opportunity for
Benefits for publishers include:
- Independence: An open identifier built on hashed email address means that publisher monetization will be less reliant on the whims of browsers and OEMs in the future.
- Control: The ID will enable a suite of options for participation that help publishers of all sizes maintain control of their data. This includes integration with existing publisher logins, as well as an open single sign-on and alternate SSO solutions.
- Trust: These standards will make it easy for publishers to build and maintain trust with their users. This includes aligning on a common approach for consent messaging and offering a reliable framework for user transparency and control.
- Openness: Unified ID 2.0 is based on an open source framework and will be consistent with, and work seamlessly with, prebid.js and prebid.server.
“We’re seeing tremendous momentum around Unified ID 2.0 across all corners of the digital advertising industry, as we work together on a better, upgraded alternative to cookies,” said
Unified ID 2.0 is being built in collaboration with leading industry associations and partners, and will be managed by an independent governing body. For more information about Unified ID 2.0, please visit the Unified ID solution site.
About The Trade Desk
The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in
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