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The Trade Desk Seeks PRAM’s Blessing On Unified ID 2.0


The Trade Desk Seeks PRAM’s Blessing On Unified ID 2.0 cover

News on one of our clients, The Trade Desk, posted in AdExchanger

The Trade Desk is looking for the industry’s stamp of approval for the open source Unified ID 2.0 framework.

On Thursday, in response to a recent call from the Partnership for Responsible Addressable Media (PRAM) for input on potential new technologies to replace cookies and other identifiers, The Trade Desk submitted the code for UID 2.0 for review by the industry org.

TTD is the first company to take PRAM up on its appeal.

Launched in August, PRAM is an industrywide initiative that brings together more than 400 advertisers, trade orgs, agencies, publishers and ad tech companies. Together, they plan to create new digital media standards that consider both privacy and the user experience.

Last week, PRAM said it’s seeking contributions in the form of “addressability code for collaborative development,” which is a rather formal way of saying, “Hey, industry folks, got any ideas for cookie or IDFA alternatives up your sleeve?” Read more here…

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