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.