The Trade Desk submitted its Unified ID 2.0 for approval by the industry body Partnership for Responsible Addressable Media (PRAM) in order to promote adoption and seek third-party management of the framework.
The move comes as The Trade Desk hopes that third-party control of Unified ID 2.0 will improve the perception of the online advertising targeting and measurement tool as a neutral offering.
Unified ID 2.0 is an open source authentication solution, initially based on hashed email addresses, first developed by The Trade Desk as a replacement for the third-party cookie, which is close to his last days. The demand-side publicly traded platform is also keen to find a third-party source to support management of the framework.
Jeff Green, CEO of The Trade Desk, explained in a statement, “The next step is to distribute Unified ID 2.0 more widely, to a larger group of employees, and then to third-party administrators and operators.”
Third-party administration is likely the chosen strategy due to The Trade Desk’s potential conflict of interest – the organization sells media buying software involving many potential Unified 2.0 users. Such a conflict of interest could deter users and hinder its adoption worldwide, interfering with the goal of replacing the now ubiquitous third-party cookie as a means of online ad targeting. Yet Unified ID 2.0 already has gained support from several editors and sellers.
Unified ID 2.0 is the first response to an earlier call from PRAM – a joint industry initiative from commercial organizations such as 4As, ANA and IAB – for collaborative code to solve the problem of major Internet browsers support for third-party cookies, and is open-source, so it can be shaped by the entire digital industry.
PRAM Executive Director Bill Tucker said in a statement that “Unified ID 2.0’s contribution to PRAM demonstrates how the industry can work together to advance new addressability solutions that support the open Internet. . ”
PRAM has been working for months on “standards and an addressability architecture that protect privacy and protect ad-supported digital content and services,” Tucker said.
Dennis Buchheim, chairman of the IAB Tech Lab and leader of the PRAM technical standards working group, echoed Tucker in a statement: “We now have the opportunity to collaborate globally to develop interoperable industrial resources that meet constantly evolving addressability and confidentiality standards. ”