EUID

ID5 is integrating its ID graph into The Trade Desk’s Identity Alliance. And European publishers partnered with ID5 can apply EUID for logged-in traffic.

Who’s going to serve as the administrator for Unified ID 2.0? Not the IAB Tech Lab. Earlier this week, CEO Anthony Katsur noted in a blog post (almost offhandedly) that the Tech Lab has decided not to take on the technical admin role for UID 2.0 “at this point.”

The ad tech industry has been held back for years over what Trade Desk CEO and Founder Jeff Green called “infighting” between independent programmatic companies, rather than a spirit of open collaboration. Green made his remarks on Monday, speaking at LiveRamp’s RampUp conference in San Francisco. “There’s always been a fear among the open internet and what was once called the Lumascape, where everyone’s afraid of the other logos on the screen.”