Magnite is the latest ad tech company to throw in with the Unified ID 2.0 initiative, an open source ID spearheaded by The Trade Desk.
On Monday, Magnite said it will adopt the ID initiative to use encrypted and hashed email addresses as the basis for a standard identity replacement for third-party cookies.
The Trade Desk has been striking deals left and right over the last few weeks to support Unified ID 2.0, including with LiveRamp, Criteo and Nielsen.
LiveRamp will embed UID 2.0 into its infrastructure starting in mid-December so that publishers using its Authenticated Traffic Solution can get access to the ID, and buyers through The Trade Desk can bid on LiveRamp IDs.
Criteo is helping to build the single sign-on interface and transparency portal that consumers will use to manage their consent and privacy settings.
And Nielsen will work with TTD to improve the measurement-related aspects of Unified ID 2.0 and eventually run a proof-of-concept test of the ID in Nielsen’s Digital Ad Ratings Product.
But one of the missing pieces, until now, was explicit support for UID 2.0 from the supply side.
In early November, Trade Desk EVP Michelle Hulst told AdExchanger that TTD was planning to add new partners in the weeks to come, including with SSPs, advertisers and publishers.
Magnite appears to be the first in that new wave of partnerships, and its endorsement will likely promote wider publisher adoption of the Unified ID 2.0.
Publisher involvement in the initiative is crucial for achieving scale, because publishers hold the key to user authentication.
Magnite’s plan is to build pipes that will allow it to receive the UID 2.0 value from publishers and then transmit it to a list of upstream buyers for OpenRTB bidding. Publishers will also have the ability to control the value and to whom it’s being transmitted. Magnite is in the process of building those publisher controls.
It’s also developing publisher tools to capture consent, including user interfaces so that end users can understand the consent process, and creating governance models for ensuring that the values are used properly by all of the partners in the supply chain.
Lastly, Magnite is developing encryption standards to protect the IDs, since there will be no central repository for storing them.
Eventually, Unified ID 2.0 will be managed by an independent governance body, although it’s as of yet unclear who or what type of entity will end up filling that role.