Posted December 16th, 2020 for OpenX
New initiative is the latest example of industry-wide collaboration designed to deliver identity solutions for a post-cookie world
Los Angeles — December 16, 2020 — OpenX today announced support for Unified ID 2.0, a new identity initiative being supported by The Trade Desk and other industry leaders. The support for Unified ID 2.0 is the latest in a series of efforts by OpenX to both build and partner with solutions that allow marketers and publishers to execute effective audience targeting on the open web in a cookie-less ecosystem.
Unified ID 2.0 is an open source, transparent and interoperable ID solution that uses encrypted and hashed email addresses as a new form of identity for marketers and publishers. The technology was designed to be publisher friendly with privacy controls for consumers to easily manage how data is collected and used.