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Trade Desk Faces UID2 Oversight Questions After CTV Implementation Errors
A major connected TV publisher made technical errors implementing The Trade Desk's Unified ID 2.0 protocol.
The Trade Desk, which oversees UID2 and operates a demand side platform, did not catch the issues during oversight.
The incident has triggered industry criticism around accountability, data quality controls and governance for UID2.
Questions are emerging about advertiser trust and the broader adoption of UID2 across the digital ad ecosystem.
The Trade Desk (NasdaqGM:TTD) sits at the...