The Trade Desk is building version 2.0, an open-source upgrade that removes third-party cookies from the equation. Unified ID 2.0 will initially rely on encrypted email addresses from opted-in consumers.
Identity cooperatives, like DigiTrust and Open ID Consortium, haven’t had much luck in the past. One concern is that publishers can lose control over their unique first-party audience data, thus undermining their bargaining position with the buy side.
When a person visits a webpage, they’ll be asked to provide their email address for the purpose of identification across the network of publishers that have adopted Unified ID 2.0. That email then creates an ID but isn’t passed along the bidstream. Instead, an encrypted ID is transmitted.
Consumers MUST own their own data, and give permission to vendors. It's really the only way this is all going to work.
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