With Prebid at the helm of UID 2.0, indie ad tech marches to a unified beat but not all voices are in harmony

Prebid has taken matters into its own hands as steward of the identifier originally developed by The Trade Desk. January 07, 2022 Last April, one of the ad tech industry’s most ambitious undertakings announced it was taking an important attempt to mitigate a potentially cataclysmic moment when Google will phase out third-party cookies next year. It was a move that initially appeared to look like the next chapter in an improbable story of industry collaboration. But with many things in media, the reality has proved to be more complicated. This is [the fifth story in a Digiday series]( that will look at the people and companies at the center of media's defining storylines. Read more below. - Prebid [has taken matters into its own hands]( as the steward of the identifier originally developed by The Trade Desk. - As competition between sports and esports heats up, traditional sports teams [make headway into gaming](. - Conversations around DE&I have slowed down since the summer of 2020. But a POC, Gen Z-led media company [says there has been some lasting change made](. - The entertainment and creator industries want the blockchain to be a reward for viewers engaging with content. More [in this rundown](. Other things to know about - The Digiday Content Marketing Awards recognize the companies and campaigns using content to modernize media and marketing. [Submit by the regular deadline on January 28 to save on entries](. - [Join this virtual event on January 18 at 1 p.m. EST]( for a deep dive into the importance of agencies ensuring clients have accessible websites. Sponsored by accessiBe. - Advertisers are overcoming barriers to DDL adoption, [standardizing workflows and building consistent audiences across TV media owners](. Sponsored by Xandr. Top Stories [Privacy]( [With Prebid at the helm of UID 2.0, indie ad tech marches to a unified beat but not all voices are in harmony]( Prebid has taken matters into its own hands as steward of the identifier originally developed by The Trade Desk. howdy! [Gaming & Esports]( [As competition between sports and esports heats up, traditional sports teams make headway into gaming, CES panel]( COVID-19 lockdown led scores of professional athletes to pivot to Twitch streaming in 2020, encouraging their teams to invest further in the gaming space. [Sponsored by VIOOH]( [New guide: WTF is programmatic DOOH?]( In this new WTF guide, dive into the elements of programmatic digital out-of-home advertising, how the pandemic impacted DOOH and how advertisers have responded. Advertisement howdy! [Agency Culture]( [How a Black, female-founded agency is creating space for more than straight, white men]( Conversations around DE&I have slowed down since the summer of 2020. But a POC, Gen Z-led media company says there has been some lasting change made. [Sponsored by Openweb]( [How publishers are using meaningful experiences to capture engagement — and first-party data]( Creating digital experiences that boost time-on-site and increase return visits are more critical than ever in a first-party data driven world. howdy! [Publishing on the Blockchain]( [The Rundown: Why CES panelists believe the blockchain will benefit the creator economy]( The entertainment and creator industries want the blockchain to be a reward for viewers engaging with content. Advertisement [Sponsored by MNTN]( [A year of change for CTV brought transformation to brand and performance marketers]( Marketers now realize that CTV isn’t simply a brand awareness channel — it’s matured and earned a place in every marketer’s media plan. howdy! [Brands in Culture]( [At CES 2022, Beauty brands begin to step into the metaverse]( In beauty and personal care, brands opting out of Las Vegas were prepared with virtual experiences to showcase their new launches. howdy! [DTC Era]( [This performance media agency is winning business by applying old-school knowledge to new-school execution]( Eden Collective specializes in guiding DTC companies holistically through offline and online media in ways pure-play performance shops don’t do. [All Latest Stories]( [Strategizing for the Future]( [Opportunity waits for publishers and marketers as cookie apocalypse looms: Digiday’s top trends for 2022]( Digiday's editorial team discusses trends they're keeping an eye on in 2022. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](