Security News > 2020 > November > Magnite supports Unified ID 2.0 to create a common transaction fabric for digital advertising

Magnite announces its support of the open-source, interoperable identity solution, Unified ID 2.0, in collaboration with The Trade Desk and other companies across the digital advertising industry.

Magnite will adopt Unified ID 2.0, an open source framework for hashing and encrypting email addresses, in order to create a common transaction fabric for digital advertising.

"We are firm supporters of Unified ID 2.0 as an identity solution that can work across all digital ecosystems. It's key that industry partners coalesce around an identity solution that's an upgrade to cookies and enables publishers of all sizes to build and maintain trust with their viewers."

"We're seeing tremendous momentum around Unified ID 2.0 across all corners of the digital advertising industry, as we work together on a better, upgraded alternative to cookies," said Dave Pickles, Chief Technology Officer, The Trade Desk.

"Together with Magnite and other industry leaders, we can create a better model for identity, one that gives more controls and transparency to both publishers and consumers, while preserving the value exchange of relevant advertising on the internet."

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