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I'm not a huge fan of the Unified ID concept but this is big news because cutting past the IAB in this context is basically acknowledging that IAB is too stuck in trying to defend the status quo to be anywhere close to useful. adweek.com/programmatic/the-trade-desk-building-version-2-0-unified-id/Permalink On twitter.com
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Mood +5 🙂
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It is basically a very quiet acknowledgment that the IAB's Project Rearc proposal was dead in the water from day one. And that the IAB's current approach of trying to create a world in which ad tech works exactly as invasively as it does now in the post-3p era is a bad idea.Permalink On twitter.com
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Mood -6 🙁
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The IAB is going to burn itself up because the first time in a long time it is standing up to Google, but it is doing so to preserve invasive advertising far and beyond even what Google is willing to do. The rest of the space is starting to realize: there's no going back.Permalink On twitter.com
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Mood -1 🙁
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Anyway, free product idea: a version of this that is an ID restricted to a smaller set of publishers than just All of Trade Desk. Feels like there would be serious interest in that and I could see it as a more privacy-centric approach if it let subgroups have their own controls.Permalink On twitter.com
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Mood +2 🙂
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(Though hell, if it is open source, anyone could theoretically branch it and build that if they don't want to do it)On twitter.com
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Mood -5 🙁