P&G publicly signaled its support for Unified ID 2.0 on Thursday. But the CGP giant had already been using UID 2.0 since last year to create anonymized identifiers tied to its first-party data for activation in the bidstream.
The word “cookieless” crops up in virtually every conversation about the future of online identity. But what exactly do people mean when they say “cookieless”? Although the definition seems simple enough – the absence of cookies – it lacks the nuance to encompass the true complexity of signal loss. It’s also a misnomer.
The Trade Desk spent the last year and a half signing up a host of partners to support the Unified ID 2.0 program – but none of that means much without getting brand marketers involved. Most of UID2’s supporters so far have been ad tech companies and online publishers, which makes sense. Ad tech players don’t […]
