The Trade Desk to pass the Unified ID 2.0 control to pre-bid

The Trade Desk cedes control of Unified ID 2.0, a possible replacement for third-party cookies, to Prebid, a non-profit organization that works to standardize programmatic monetization. By the second quarter of 2021, Prebid will independently operate the Unified ID 2.0 technical infrastructure and monitor the use of the technology. The goal is to …

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