The Current is owned and operated by TradeDesk, the largest ad platform outside of Google. UID2 is their own initiative. So to say this article is biased is… mild.
Thanks for the context. You can really tell by reading it too, they’re clearly trying to make it sound like companies can’t exist without tracking users, absolutely batshit insane.
Well that certainly explains why they want people to believe tracking users is an absolute necessity for advertisers.
Perpetuating the lie advertisers have been pushing for at least two decades that untargeted advertisement is absolutely worthless.
Without cookies, advertisers still know from where you’re connected and what type of content you are currently consuming, it’s not like they are completely blind. It was enough for any media that is not the internet.
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