Proctor & Gamble recently announced their support of The Trade Desk’s UID 2.0 identity framework. For anyone following the companies that are emerging as leaders in identity data management, the partnership is significant for a couple of reasons.
First, where P&G goes, other brands will follow. And second, approval hints at the rise of new walled gardens that could become even more powerful than Google and Facebook.
AWS and Snowflake are emerging as contenders for the throne.