One technology that is gaining traction is an advertising framework called Unified ID 2.0, or UID 2.0, which was developed by the Trade Desk, an ad-technology company in Ventura, Calif.Say, for example, you are shopping on a sneaker website using UID 2.0 when a prompt pops up and asks you to share your email address and agree to receive relevant advertising. Once you enter your email, UID 2.0 transforms it into a token composed of a string of digits and characters. That token travels with your email address when you use it to log in to a sports streaming app on your TV that uses UID 2.0. Advertisers can link t …
