• Advertising Age, Thursday, June 19, 2014 1:42 PM

Twenty companies in the advertising technology space have come together to launch DigiTrust, a non-profit organization that will look to standardize user IDs, reports Advertising Age.

Instead of having each ad tech platform create their own user ID for Web visitors, Ad Age explains, DigiTrust wants to create just one.

Rubicon Project, 33Across, Casale Media, Centro, Dstillery, OpenX, PubMatic, Run, Sizmek and SpotXchange are among the companies that came together to launch DigiTrust.

"We think there's an opportunity for a number of us to come together, partners and competitors alike, to investigate how can we work together in a way where it doesn't necessarily involve, ideally eliminates, the need for all of these third party requests," Jordan Mitchell, chairman and interim CEO of DigiTrust and Rubicon’s VP of product, tells Ad Age.

Read the whole story at Advertising Age »