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.
Earlier this month, ESP, not to be confused with PPIDs, entered open beta in GAM, so feel free to rev up your UID2s. In English: Google is moving forward with its solution, called encrypted signals from publishers (ESP), that allows publishers to share encrypted first-party signals, including Unified ID 2.0 identifiers, with buy-side platforms of their choosing via Ad Manager. Here’s the DL on all things ESP.
