Identity Initiative Gets One More Member As Brands Prepare For End of Cookies

Infutor, a firm specializing in consumer identity management information, has joined the Unified ID 2.0 initiative in preparation for the phasing out of third-party cookies. 

Unified ID 2.0 is an open-source digital framework that reportedly has achieved broad collaboration among publishers, buyers and technology providers. It is designed to serve as a universal, user-friendly identity upgrade, Infutor says. 

The project was founded by The Trade Desk and will soon be operated by, it adds. 

Going forward, many experts say the email address will serve as the primary universal identifier. 

Meanwhile, Infutor sees an opportunity. 

 “It’s clear Unified ID 2.0 will be one of the common currencies for digital advertising in the near future and will play a critical role in ensuring data is addressable across the open internet and various identity solutions,” states Kevin Dean, COO of Infutor.



“Unified ID 2.0 was built to preserve the value exchange of the open internet, which allows for free content in exchange for relevant advertising, while also improving consumer transparency, privacy and control,” states Bill Michels, GM of product at The Trade Desk. is an independent organization that promotes fair and transparent marketplaces across the industry. It will start serving as operator of Unified ID 2.0 in the second half of this year.


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