No. of Recommendations: 4
Thanks 5761796E65, that is precisely my concern.

This might seem to be moving OT, but I don't think it is. It's at the core of what TTD does. We all know the privacy intrusion, surveillance capitalism is bad. Cookies are the workhorse of this. TTD has come racing in as the Knight in shining armour essentially saying we care about privacy issues (mainly because they see policy changing i.e. GDPR, and are so getting ahead of the competition, good sound economic sense on their part), and have come up with this Unified ID solution where they don't keep any personally identifiable information on us.


But then they say they are giving me a personal, randomly generated, identification number. With this number, they don't know who I am, but they know I like sports and athletic footwear, which will allow Nike to target advertisements towards me. That's good. I like that.

But this randomly generated identification number is mine. It doesn't change everytime I visit another site. It's issued and personal to me. TTD have set out to ensure privacy, but this to me is hackable!

And I imagine not that hard to hack or socially manipulate or reverse engineer. Then I have your name, address, email address, and your unified ID #, where I know what you like/don't like.

Of course, TTD doesn't have your personal information. So they're guilt-free. Their hands are clean.

I'm trying to grapple with how the ID works. What information is shared? Clearly some has to be shared in order for advertisers to target effectively. If I visit Nike and buy a pair of trainers, my unified ID needs to update with something on the likes of "this person likes athletic trainers". So Nike has to update this and therefore has to know my Unified ID #. After I give them my name and address and someone hacks Nike and steals all this information, they've now linked my name and address to a specific Unified ID #.

I admire Jeff Green and his mission, but I'm not convinced this Unified ID is the dream of advertising solution.


If I use my Roku to connect to Hulu and get targeted ads, how do they know it's me? Have they linked my TV personality unified ID to my desktop computer and mobile phone unified ID. Or do I now have 3 different IDs?
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