UID2

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

With last year’s lingering slide in ad spend, PubMatic sees itself playing the long game by innovating in CTV and retail media, leaning into the SPO trend and adopting cookieless tech.

HP is using The Trade Desk’s UID2 product to improve targeting for CTV buys in a way that passes the privacy sniff test.

ID5 is integrating its ID graph into The Trade Desk’s Identity Alliance. And European publishers partnered with ID5 can apply EUID for logged-in traffic.

Privacy Sandbox APIs will be generally available starting in July. That means publishers have roughly one year to get acclimated … and to raise any red flags to regulators.

The Kokai upgrade is the culmination of multiyear investments in AI-driven campaign optimization, measurement, reporting and data-sharing partnerships with publishers, CTV platforms and retail media networks.

CEO Jeff Green pushed back against the idea that DSPs are increasingly competing with SSPs and vice versa, saying it was a fabrication of the trade press.

Prebid has decided not to serve as public operator for Unified ID 2.0, a decision it made quietly last year. Meanwhile, The Trade Desk is prioritizing private operators as the way forward for UID2.

Optable is latest company to partner with The Trade Desk via UID2. The integration is in closed beta and set to go live for all Optable customers in Q4. Like InfoSum, Amazon Web Services, Snowflake and Acxiom and Kinesso (both owned by IPG), Optable will be what’s known as a closed or private UID2 operator.

The emergence of large-scale data and identity resolution platforms with audience graphs across devices and households is a major step forward to helping reclaim control over reach and frequency. But there’s no single solution to the problem, writes Seraj Bharwani, chief strategy officer at AcuityAds.