What is Unified ID 2.0?
Major tech platforms have begun limiting the use of third-party cookies on their browsers, leaving advertisers in search of a replacement.
"Unified ID 2.0" is The Trade Desk's proposed solution, linking users' anonymized login information to their online activities. TTD's solution goes beyond the capabilities of the original cookie by more effectively integrating newer ad-tech (like mobile apps and Connected TV) into the ecosystem.
Many industry players -- brands, publishers, ad tech companies -- have already signed on. This includes market research behemoth Nielsen, which has already announced that UID will be a core component of their upgraded measurement portfolio.