SiriusXM Media adopts UID2, Trade Desk's new "identity fabric"
Briefly

UID2 by The Trade Desk replaces cookies with privacy-focused identity solution, lauded by SiriusXM as groundbreaking for programmatic audio advertising.
The Trade Desk describes UID2 as a better identity approach for advertisers, publishers, and consumers, offering more relevant advertising and durable audience segments.
Read at RAIN News
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