Consumer identity management expert Infutor today announced that it has joined the Unified ID 2.0 initiative, founded by The Trade Desk and soon to be operated by

As the use of third-party cookies for advertising tracking is being phased out, Unified ID 2.0 serves as a consumer friendly and universal identity upgrade.

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“This is a great opportunity for Infutor to contribute to the work pioneered by leading industry partners collaborating across the data-driven advertising ecosystem to develop an open-source identity framework,” said Kevin Dean, COO of Infutor. “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.”

A next-generation identity solution, Unified ID 2.0 is an open-source digital framework with broad collaboration among publishers, buyers and technology providers across the advertising industry.

“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,” said Bill Michels, GM of Product at The Trade Desk. “We’re very excited to have Infutor join us along with the rest of the industry to solve for the future of identity.”

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