by Lindsay Rowntree on 22nd Sep 2017 in TRADERTALK

In this episode of TraderTalk TV, Ciaran O'Kane, founder and CEO, ExchnageWire speaks with Tom Kershaw, CTO, Rubicon Project about the road to achieving a universal identifier in the digital advertising ecosystem.

Kershaw discusses:

- How identity is currently managed in the digital advertising ecosystem
- How app developers and publishers can compete on a level playing field with the rest of the ecosystem
- The reasons why the industry must move to a server-side solution
- How the industry can achieve working towards a common identifier
- The role of the exchange in achieving a universal ID

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