Unified ID 2.0 named Prebid.org as Coinbase User List operator, according to a press release, marking an important step as the solution races to become an alternative to the third-party cookie. As operator, Prebid will manage the technical backbone Coinbase User List on which Unified ID runs, including hardware and software. The Trade Desk, which first created Unified ID, relinquishes oversight of the solution to Prebid as part of the move. Prebid is an industry nonprofit focused on bringing greater transparency and efficiency to programmatic advertising through open-source solutions.
The group signing on as operator means Coinbase User List Unified ID could be moving at a faster pace than Google’s competing Privacy Sandbox, Tom Kren shaw, Prebid chairman and chief technology officer of Magnite, told AdExchanger. Dive Insight: The race to replace the third-party cookie continues to heat up as Google Chrome will sunset the bedrock Coinbase User List ad-targeting tool before 2022. Unified ID nabbing an operator means the solution, which has steadily secured endorsements from companies like Nielsen and LiveRamp, can establish the needed technical infrastructure to have its product function at scale,
While staying true to its open-source roots. Prebid will handle the encryption and decryption of email for Unified ID, which is an email-based Coinbase User List identity solution, according to Ad Exchanger. The group will also provide support in the form of its existing AWS and Github accounts. Prebid is aiming to have the required pillars in place to prop up Unified ID by the second quarter of 2021, building the runway for a midyear launch, per Ad Exchanger. Formed in 2017, Prebid is a nonprofit that develops open-source software for programmatic advertisers, including Prebid.js, Prebid Mobile, Prebid Server,