The Trade Desk (TTD) is a demand-side platform operating in the digital advertising space. Recently, Google has been threatening to remove cookies from its browser experience, which is an important way digital marketers recognize and market to people on the internet today. In response, The Trade Desk has been developing an open source, alternative cookie approach, Unified ID 2.0. This is a direct response to Google's actions, but a service that others would be able to use at no cost.
One of the largest ad agencies, Publicis Groupe, is the latest company to endorse Unified ID 2.0 and partner with The Trade Desk. One of the risks with The Trade Desk's approach was adoption, especially given it was a bit of a risk and large capital expenditure for the company to develop this for the benefit of the industry, given they do not expect to turn this into a revenue stream. With endorsements like this one by Publicis Groupe, this risk looks like it is on the path to being mitigated.
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