Unified ID 2.0 submitted to PRAM

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January 22, 2021, 4:19 AM UTC

Partnership for Responsible Addressable Media (PRAM) could provide third-party management framework for Unified ID 2.0.

To improve online ad targeting and portray the measurement tool as an impartial offering, The Trade Desk has submitted Unified ID 2.0 for approval to PRAM. Unified ID 2.0 is an open-source sign-on solution developed by The Trade Desk to replace third-party cookies using hashed emails.

Unified ID 2.0 will be launched to “broader group of collaborators, and then to third-party administrators and operators”, states Jeff Green, CEO of The Trade Desk. Third-party administration provided by PRAM could help the company avoid conflict of interest, as it sells software for media buying involving potential users of Unified ID 2.0.

Many publishers and vendors have already voiced support for the ID. It being an open-source solution could be easily built by the digital industry and help discontinue third-party cookies.

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