Friday, May 8th, 2026 – 8:53 am
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Alternate IDs have trod a rocky road for years, from initial concerns over email-based identifiers to the fact that third-party cookies never forced adoption as the market initially anticipated.
So are alternate IDs just waiting for the right moment to become the preferred matchmaker between buyers and sellers – or are they more of a shot in the dark, like a Craigslist missed connection?
On this week’s podcast, we talk through a natural experiment that revealed the true impact of UID2. When a CTV publisher flubbed its encryption key, making its UIDs undecodable, it discovered two things: First, it was disappointed that The Trade Desk, which administrates the alt ID, didn’t notice that none of the publisher’s IDs was readable.
