No. of Recommendations: 2
And there is no evidence that anyone anywhere is connecting IDs to individuals

But it says so right there on TTD's webpage:
It is critical we adopt an ID that will eliminate the need for synchronization, so advertisers can identify a user across websites

Here's what we have now:
Data Silo #A - Website#1:
Cookie #31415926535
Name: Darthtaco
Bought shoes

Data Silo #B - Website#2:
Cookie #27182818284
Name: ????
browsed pop-tarts and comic books

Now the advertisers want to know what users from silo #A match with users from Silo #B. TTD says "Use our Unified ID to match users across websites" TTD ends up assigning #UI1875545956 to Darthtaco. TTD doesn't share Darth's PII, but that data is already spread out there with Nike, TMF, and hundreds of other sites. Nike, allowed by their Privacy Policy, trades your PII for a discount on an ad-buy. Now every ad company can know that Darth buys Nikes and loves pop-tarts.

This data sharing has been going on for a long time. The Unified ID just makes the accuracy of matching much better.
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