UID2

Publishers can reach relevant audiences at scale and with greater specificity through Optable’s new planner agent.

Our industry has done a terrible job rewarding publishers for monetization choices that align their supply to quality and outcomes vs. short-term yield bumps. But is it overly optimistic to think The Trade Desk’s recent moves prove that’s changing?

Hightouch’s new ID Express solution aims to simplify the process of converting email addresses and phone numbers into UID2s.

The Trade Desk is facing class-action lawsuits claiming its “privacy-safe” Unified ID 2.0 is really just repackaged cookie tracking.

The Trade Desk and Acxiom have a new product that plugs into Kokai to create a live feedback loop between UID2 IDs and real-world outcomes.

Alliant will integrate AnalyticsIQ’s audience modeling platform, which is based on user surveys and studies of health, wellness and cognitive psychology.

OMD’s Emily Proctor outlined the criteria the ad agency uses to evaluate alt IDs. She also shared which five IDs OMD uses most often and why.

After adopting OpenPath, Freestar pubs now see 3x higher inventory fill rate from The Trade Desk demand and 27% higher programmatic revenue from these buyers.

Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.

The Trade Desk’s weak Q4 emboldened the company’s critics; DOGE’s cuts to federal agencies are hurting ad agencies; and President Trump fires the two remaining Democratic FTC commissioners.

To zero in on premium inventory, The Trade Desk is analyzing metadata signals about ad placements and pushing adoption of its alternative ID. It’s also betting the farm on CTV.

To court new programmatic buyers, SoundCloud is now selling its display and video ads via open auction and private marketplace deals that combine multiple types of inventory.

Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.

In today’s newsletter: Walmart’s hottest growth drivers are ads and subscriptions; why The Trade Desk’s UID 2.0 could be regulators’ next target; and how the growth of CTV content fortresses is preventing breakout streaming hits.

The Trade Desk delivered another smash earnings report. Meanwhile, Unified ID 2.0, the open-source identity initiative, has “reached a critical mass of adoption,” CEO Jeff Green told investors.

Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.

Pandora can match the email addresses of its logged-in users to UID2 tokens, which can then be passed through AdsWizz, The Trade Desk and other ad platforms that integrate with UID2.

E.W. Scripps becomes the first CTV publisher to adopt OpenPass, The Trade Desk’s single sign-on product for user authentication.

Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?

Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third-parties.

In today’s newsletter: Publishers fear they’ll be excluded from The Trade Desk’s “premium internet”; buyers weigh in on Netflix’s plans to offer an ad server; and PayPal launches an ad network and data brokerage.

To some degree, the digitization of TV marketing is inevitable. But there’s a limit to how much TV ad buying should digitize, according to Needham’s Laura Martin.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

Smart TV makers are starting to adopt The Trade Desk’s UID 2.0. Plus: Podcast advertising revenue growth slows down.

Bonbon gives users rewards – such as discounts or chances to win merchandise – for setting up email registrations with publishers. Now The Trade Desk’s OpenPass will include that same rewards functionality.

Driver Studios, which has a COPPA-compliant ads business, is expanding its targeting to include more adults via a new partnership with privacy startup Qonsent.

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

Disney just took the next stop on its journey to automate as much of its ad sales as possible by the end of this year with the release of DRAX Direct, an expansion of its real-time ad exchange.

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.

In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.