Read on Twitter
Unified Id 2.0 ~ My understanding of the OpenID created by $TTD
I went 1 step further by creating a GIF instead of a static image to show my understanding of how this would look like when it is adopted industry-wide & would allow for better targeting
Thread
I went 1 step further by creating a GIF instead of a static image to show my understanding of how this would look like when it is adopted industry-wide & would allow for better targeting
Thread
What is Unified Id 2.0?
Unified Id 2.0 is an initiative by The Trade Desk. It is an open-source and interoperable ID based on hashed and encrypted email addresses that replace cookies and upgrades privacy and controls for consumers so that it preserves relevant advertising.
Unified Id 2.0 is an initiative by The Trade Desk. It is an open-source and interoperable ID based on hashed and encrypted email addresses that replace cookies and upgrades privacy and controls for consumers so that it preserves relevant advertising.
The Unified Id 2.0 solution will create a co-op for the open internet so users don’t have to log in to every website they visit. Its end state would be an industry tool for a common currency in the form of identity.
How will the Unified Id 2.0 work?
When a person visits a webpage, they’ll be asked to provide their email address for identification across the network of publishers that have adopted Unified ID 2.0. That email then creates an ID that is encrypted which is what's transmitted.
When a person visits a webpage, they’ll be asked to provide their email address for identification across the network of publishers that have adopted Unified ID 2.0. That email then creates an ID that is encrypted which is what's transmitted.
What will it need for Unified Id 2.0 to be successful?
Publisher adoption is key to driving the overall success of Unified ID 2.0, especially since they’re charged with explaining the value exchange of the open internet–swapping personal information for free content.
Publisher adoption is key to driving the overall success of Unified ID 2.0, especially since they’re charged with explaining the value exchange of the open internet–swapping personal information for free content.
What does it mean for SSPs and other DSPs?
The incentive for SSPs and publishers to adopt it would be that the ad requests – whether bid from $TTD or another DSP – would yield higher CPMs for more relevant advertising.
The incentive for SSPs and publishers to adopt it would be that the ad requests – whether bid from $TTD or another DSP – would yield higher CPMs for more relevant advertising.
In the last few months, we've seen a lot of adtech players across the ecosystem - Magnite, Index, Criteo, LiveRamp, PubMatic, OpenX, Nielsen - come out showing their support the Unified Id 2.0
Publisher's like Washington Post are now adopting the ID. https://www.washingtonpost.com/pr/2020/12/16/washington-post-adopts-unified-id-20-control-first-party-data/
Publisher's like Washington Post are now adopting the ID. https://www.washingtonpost.com/pr/2020/12/16/washington-post-adopts-unified-id-20-control-first-party-data/
Magnite CTO Tom Kershaw, while talking about the value exchange of the internet (in context of Unified Id 2.0) said this:
“There’s no way to scale the internet without collaboration. It’s not important that we work together, it’s imperative.”
“There’s no way to scale the internet without collaboration. It’s not important that we work together, it’s imperative.”
Andrew Casale, Index Exchange CEO said, "Solving this problem is not where we should be looking for competitive advantage. This is the wrong problem to do that on…the stakes are too high"
In conclusion, this is the movement lead by $TTD towards an Open Internet and with the widespread + rapid adoption by the SSPs, DSPs, and the Publishers, I don't see how this is not going to be successful.
(end)
(end)
If you would like to check out my previous threads on the basics of programmatic ads, please check out https://twitter.com/dhaval_kotecha/status/1331454357452296192?s=20
https://twitter.com/dhaval_kotecha/status/1331454357452296192?s=20
