The Trade Desk Offers Email-Based Unified ID for Ad Targeting

Ad buying platform The Trade Desk is offering the second version of its Unified ID, ditching cookies in favor of matching against a privacy-preserving encrypted ID derived from a Web site visitor’s email address. Obviously, the trick is convincing visitors to provide that. The other trick is convincing publishers to use Trade Desk’s ID, which they’re trying to do by offering it as an open source standard that anyone can apply.