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»email-based ID

The Trade Desk has committed the full open source code base for Unified ID 2.0 to the PRAM Technical Working Group, which is run by the IAB Tech Lab.
The UID 2.0 Code Base Is Officially Open Source

Unified ID 2.0 is now open source and not just in name only. On Monday, The Trade Desk committed the full open source code base for Unified ID 2.0 to the PRAM (Partnership for Responsible Addressable Media) Technical Working Group, which is run by the IAB Tech Lab. This transfer is the culmination of a... Continue reading »
by Allison Schiff // May 24th, 2021 //
»
Oracle is the latest company to join Unified ID 2.0. The integration will allow marketers to use the UIDs to help with identity resolution.
Oracle Signs On To Support Unified ID 2.0

Next up in Unified ID 2.0 partner news: Oracle. On Thursday, Oracle became the most recent company to join the open source initiative, developed by The Trade Desk to serve as a hashed email-based alternative to third-party cookies. Specifically, Oracle’s integration with UID 2.0 will allow marketers to use the identifier to help with identity... Continue reading »
by Allison Schiff // May 13th, 2021 //
»
Email-Based Identifiers Struggle To Communicate Consent; More Ad Tech Companies Poised To SPAC

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. We’ll take that as a ‘yes’ The age of email-based identifiers is nigh. But are these cookie replacements actually as transparent about consent as promised? Digiday’s Kate Kaye says mebbe not. “Because many identity technologies, including Unified ID 2.0, use email addresses and other... Continue reading »
by AdExchanger // March 23rd, 2021 //
»
Project Rearc One Year In: IAB Tech Lab Proposes Specs For Accountability And Addressability

While Google is busy dismantling how the open web functions, the ad industry is busy trying to re-architect it. The IAB Tech Lab released several technical specifications for review on Tuesday in support of Project Rearc. The industry initiative began last year by developing a framework for online targeting without reliance on third-party cookies, including... Continue reading »
by Allison Schiff // March 9th, 2021 //
»
Can the email address be the next big online identifier?
Can Email Be The Next Big Online Identifier?

With third-party cookies soon to leave the scene, the ad industry is casting about for an alternative identifier, one preferably based on first-party data, collected with consent. Email in particular is being heralded as a way to maintain identity in the face of third-party cookie loss. And numerous industry solutions are being built with email... Continue reading »
by Allison Schiff // August 25th, 2020 //
»
Post-Cookie Apocalypse, IAB Unveils 'Project Rearc'

Without cookies, digital advertising needs to be rebuilt. The IAB wants to partner across brands, agencies, publishers and tech companies to develop a new way to power digital advertising, IAB CEO Randall Rothenberg told members at the IAB Annual Leadership Meeting in Palm Springs, California, Monday. Dubbed “Project Rearc,” for re-architecture, a critical part of... Continue reading »
by Sarah Sluis // February 11th, 2020 //
»
 

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