Data is an essential factor in decision-making. Companies leverage third-party software to access vital information and use them to improve their business practices. But what about identity? How do companies understand its role?

Bill Michels, a GM at Trade Desk, introduces Unified ID 2.0, a "cookie sync" solution that helps different parties understand the identity of who's on their webpage. Cory and Bill discuss the vital importance of identity and how companies should leverage it to offer their content and improve their advertising practices.

In this episode of the Identity Revolution podcast, Bill Michels will reveal exciting features of the UID 2.0 project and the importance of industry collaboration in its realization. Furthermore, Bill reveals predictions for the future of companies in MarTech, AdTech, and data space. Do they have a bright future ahead of them?