The adtech industry is responding favourably to efforts to provide alternative user identification data mechanisms to replace traditional cookie tracking. But several have warned privacy and security concerns remain a significant hurdle to adoption.
One of the latest solutions on offer is The Trade Desk’s Unified ID, a standardised identifier for locating someone visiting a webpage that links to an encrypted email address collected by publishers. The open source technology is designed to enable publishers to correlate user data with Web pages and other content while retaining user privacy, and is the second iteration of Trade Desk’s Unified ID.
