Nielsen is the latest company to join The Trade Desk's cookie-less Unified ID 2.0

www.adweek.com

Tl;dr: After Criteo and LiveRamp, Nielsen is now putting its weight behind the second version of The Trade Desk's unified identity solution dubbed Unified ID 2.0. Unlike the earlier version, which depended on third-party cookie data, Unified ID 2.0 uses encrypted email addresses from opted-in users. TTD has said that the solution will center consumer privacy controls, and allow publishers to retain control over data collected on their site.

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