Speaking on The Trade Desk's August 8 earnings call, CEO Jeff Green underlined his earlier prediction that Google would not follow through with its plan to deprecate cookies, emphasizing the Trade Desk's offerings for a post-cookie world.
Green claimed UID2, The Trade Desk's identity solution, is gaining traction among media owners like FOX, Roku, and Tubi, positioning it as a more effective alternative to cookies for the open internet.
Green took to LinkedIn to express his view that Google's change is positive for the open internet, even while hinting at some reservations such as Google's 'bait and switch' approach, emphasizing the need for forward-looking experimentation.
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