Monday, November 2, 2020

The Trade Desk Ties With Nielsen

Los Angeles-based ad tech developer The Trade Desk said it has tied with measurement provider Nielsen, in developing and deploying a new Internet identity effort it calls "Unified ID 2.0". According to The Trade Desk, the new effort is an industry-wide approach to internet identity that preserves the value of relevant advertising, while putting user control and privacy at the forefront. The company says the effort is an "upgrade and an alternative to third-party cookies."