The Trade Desk and LiveRamp Working on GDPR-Compliant User IDs
You have to admire the tenacity of adtech folk trying to salvage their ability to target individuals. The Trade Desk and LiveRamp have announced a plan work with Eureopan partners to build a GDPR-complaint identity solution, EUID. The foundations will be LiveRamp’s RampID and The Trade Desk-developed Unified ID 2.0. In theory, it’s all based on consented, first-party data, but newly-aggressive European regulators may take a closer look than they have in the past.