A neutral body will be in charge of the collaborative replacement to third-party cookies

Illustration of a torch passing

Prebid will independently operate the technical infrastructure of Unified ID 2.0 and monitor the use of the technology by Q2.
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By Andrew Blustein

2 hours ago

The Trade Desk is handing over control of Unified ID 2.0, a possible replacement to third-party cookies, to Prebid, a nonprofit organization working to standardize programmatic monetization.