The adtech firm behind the open source Unified ID 2.0 states its case for why the universal identifier remains a powerful cookie alternative, even without Google's involvement.
The announcement that Google will not support user-level identifiers sent shockwaves across the industry this week.
The company's overnight announcement that it would not support ID initiatives led to shock and misunderstanding. Industry experts weigh in on what it really means, and what Google's true motivations are.
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