Sharing The Trade Desk’s Unified ID will not end adtech disruption

Commonly known as ‘The North Star’, the unified ID has been the focus of an open-source project in several attempts to create a unique universal ID. But it is driven and fully connected to The Trade Desk’s global advertising platform.

At least until last week, when The Trade Desk handed it over to Prebid.org, it offered the open-source title. How important is this change and does it support the case where Unified ID 2.0 is accepted as an industry standard: one identifier to manage everything, one identifier to activate?

Integrated ID 2.0 offering

But first, what is Unified ID 2.0? It’s not just a collection of encrypted or rushed emails. The preferred term for the glue that holds it together is “verified logins” because you can also use phone numbers, for example. In principle, it can work on the basis of any identification mark voluntarily offered by a consumer. (Unified ID 1.0 is for Trade Desk users only.)

Trade Desk has always planned to provide Unified ID 2.0 to third parties to ask questions about competitive advantage but felt the need to be deeply involved in its development to maturity. To any spectator, it seems that the universal identification space is getting more and more competitive, especially between more or less pure game identities providers, such as LiveRamp and Tapad.

Prebid.org is widely accepted

And what exactly is Prebid.org? We asked Phil Bohn, senior vice president of sales and revenue at Mediavine Advertising Management Platform, a member of Prebid.org (others include Media Math, LiveRamp, Tapad, and of course The Trade Desk).

“Prebid.org was founded about four years ago by some of the leading SSPs and program participants,” “as a way of combining all the different components of open source technology that makeup about 70% of the batteries.” I agree that over the last year and a half I grew up with key figures and data editors and talked about more complex issues that everyone needs.

A taxonomy group is currently studying the fragmented way in which contexts are described in RFQs. There is also an identity and privacy group. Prebid.org is free; any editor can edit and use it. “It is the mechanism that connects and receives different exchanges and offers”,

It’s time to test identity solutions

Although Trade Desk Unified ID 2.0 is widely available, there are no signs that the solutions are disappearing. A Mediavine LiveRamp is integrated into our Grow.

We’ve probably talked to five or six other people we’d like to hear and reach out to. Most have some variation in how they collect or transfer data or where the data sources are located. Now’s the time to test and implement – we have no idea what advertisers will hire or keep. “Advertisers and marketers are also being tested,” he said. “We don’t know where it will fall.”

Meanwhile, the big brands are protecting the gardens

Cheetah Digital is a customer engagement solution specifically for marketers. CMO Richard Jones had critical ideas about today’s divided identity. “It reminds me of Brexit.” It should be fun. For real? There are one or two solutions that stand out and help people move forward.

Jones points to an alternative approach for commercial advertisers. “People like P&G and Starbucks, etc. have worked hard over the years to isolate themselves from these technological advancements and build a very strong direct relationship with consumers. P&G has created a database of billions of people, which means that they can do two things: attribute because they have their own datasets and connect customers directly through their channels Carbucks duplicates the version based on the data collected on the channels.

Jones says an effective loyalty program doesn’t rely on Facebook and Google. Big brands are getting just as good as their walled gardens. – We will see the snowball next year or later. I don’t think the interruption will end and I don’t think privacy will diminish.

Where do you leave the smallest spots? “They have a lot to do without looking to the future of adtech, but any contact with a consumer must take precedence over information: their email address, their consent.”

In addition to collecting primary data and duplicating customer loyalty programs and direct links to consumers, Jones speculates that brands could get a lot of publicity again. Another option for publishers is to combine contextual content data with information collected through user research and preferences, motivations, and desires. So they sell the Ju

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