The Trade Desk has submitted its Unified ID 2.0 for approval to industry body Partnership for Responsible Addressable Media (PRAM) in a bid to buoy adoption and seek third-party management of the framework.
The move comes as The Trade Desk hopes 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 sign-on solution, initially based on hashed email addresses, first developed by The Trade Desk as a replacement for the third-party cookie, which is nearing its last days. The publicly listed demand-side platform also wants to find a third-party source to take over the management of the framework.
Jeff Green, CEO of The Trade Desk, explained in a statement, “The next step is to unleash Unified ID 2.0 more widely, to a broader group of collaborators, 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 software for media buying that involves many would-be users of Unified 2.0. Such conflict of interest could dissuade users and hinder worldwide adoption, interfering with the goal of substituting the now-ubiquitous third-party cookie as a means of online ad targeting. Still, Unified ID 2.0 has already gained support from multiple publishers and vendors alike.
Unified ID 2.0 is the first response to an earlier call by PRAM—a joint industry initiative from trade bodies including the 4A’s, ANA, and IAB—for collaborative code to address the issue of major internet browsers pulling support for third-party cookies, and is open-source, therefore it can be shaped by the entire digital industry.
PRAM executive director Bill Tucker said in a statement that “the contribution of Unified ID 2.0 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 architecture for addressability that safeguard privacy and protect ad-supported digital content and services,” Tucker said.
Dennis Buchheim, president of 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 industry resources that meet evolving addressability and privacy standards.”