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.