The Trade Desk Adds LiveRamp and Criteo as Partners for Unified ID 2.0

Meanwhile, The Trade Desk is pushing ahead with the open source Unified ID 2.0 initiative, based on the IAB’s Project Rearc principles. Latest developments include partnering with LiveRamp to incorporate LiveRamp’s IdentityLink ID and Authenticated Traffic Solution, and with Criteo to develop a consumer sign-on solution and transparency portal. Some testing is under way but general availability of Unified ID is planned for first half of next year.