In the era of Cookiesless, can TTD's UID2.0 challenge Google's status as the No. 1 brother?

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After discussing Google's FLoC for several consecutive issues, today we will change to a new flavor and discuss TTD's UID2.0. Google plans to completely eliminate cookies in 2023, and will only classify based on user behavior (FLoC) thereafter. However, in the online advertising industry, Google’s move does not have much support from peers.

Among the most commonly used web browsers, in addition to Chrome, Edge (Microsoft), Sarfari (Apple), and FireFox (Mozilla) have also announced that they have no plans to support FLoC. Although there are many reasons, one of the most critical factors must be The FLoC algorithm was developed by Google. Although it is claimed to protect user privacy, it also gives Google greater power to decide online advertising.

On the other hand, FLoC has obvious shortcomings as a substitute for Cookies. FLoC's system is very vague about the attribution conversion of advertising. In the future FLoC process, advertisers who place ads will have no way of knowing which channel their sales come from, which greatly reduces the accuracy of advertising and the marketer's analysis space.

In view of this, many peers do not intend to accept ukraine whatsapp Google's proposal obediently. Among them, the answer given by TTD seems to be the most remarkable at present.

TTD (The Trade Desk) did not propose the concept of UID2.0 in 2020. There is not much difference from Cookies in terms of technical framework and principles. It can only be said to be an improved Cookies. Its core advantages are as follows:

1. User-led. Unlike
Cookies, UID2.0 requires users to create their own accounts via email/phone. It is hoped that users will actively share behavioral data and receive personalized ads in exchange for some benefits, such as the right to use some websites, etc. .

2. To avoid monopoly,
UID data storage and algorithm updates will be independently managed by the non-profit organization Prebid.org, and the technical architecture is open source and subject to public supervision.