Google isn't the only one doing this though. The Trade Desk and the wider programmatic industry seem to be somewhat pushing to unify around Unified ID 2.0 espec

Google isn't the only one doing this though. The Trade Desk and the wider programmatic industry seem to be somewhat pushing to unify around Unified ID 2.0 especially as they released it to the public. (Eg one company isn't the gatekeeper on the cookieless future for ad targeting.