Unified ID 2.0 created by The Trade Desk is expected to be more ubiquitous and effective than cookies in digital advertising, addressing cross-channel advertising needs.
The Trade Desk is transitioning into a 'premium internet' company, focusing on partnerships with major media companies like Fox, Roku, and Spotify for UID2 adoption in CTV and audio.
CEO Jeff Green expresses optimism about UID2's expansion and adoption, highlighting significant deals with various media companies and platforms.
In response to Google's legal challenges, Green points out the potential impact of Department of Justice's case against Google's ad tech side being more compelling than the search side lawsuit.
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