Truthset adds UID2 to improve walled-garden targeting
Truthset has integrated with Unified ID 2.0 (UID2), an open-source identifier designed by The Trade Desk. This collaboration aims to enhance audience targeting in advertising while upholding privacy standards, particularly within walled garden environments.
Key Takeaways
- Truthset integrated with Unified ID 2.0, or UID2, designed by The Trade Desk.
- The integration is intended to improve audience targeting in advertising.
- The article frames the effort around walled-garden environments.
- UID2 is described as an open-source, privacy-focused identifier.
Why It Matters
Truthset’s UID2 integration points to continued work on audience targeting inside walled gardens without abandoning privacy requirements. The practical significance is in the identifier layer: UID2 is being used to make ad targeting more usable in environments where data access is restricted. For the broader ad-tech stack, the move ties Truthset to The Trade Desk’s open-source identifier rather than a proprietary workaround. Watch for any further detail on how the integration is used in walled-garden deployments, since the article does not specify implementation details or scale.
Read full article at mediapost.com
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