The incentive for SSPs and publishers to adopt it would be that the ad requests – whether bid from The Trade Desk or another DSP – would yield higher CPMs for more relevant advertising.
Over the past few months, there has been a lot of traction from the players in the ecosystem who have joined the Unified Id 2.0 Initiative. Leading SSP’s like Magnite, Index Exchange, PubMatic, OpenX, SpotX and major DMP’s like LiveRamp, Measurement players like Nielsen have all shown support. Publishers like Washington Post are now adopting the ID.