Identity remains a priority
Despite Google’s inconsistent approach to cookies and identifiers, Green said that The Trade Desk remains committed to its privacy product called Unified ID 2.0. He blasted Google for inserting itself between consumers and publishers in the name of privacy, while cementing a new form of market dominance.
“By creating an ID that sits outside of that—one that appends to the most benign piece of what we’ve formally called PII, an email address—you make it possible for consumers to take their preferences with them,” he said.
