How Jaime Nash is championing The Trade Desk’s alternative to third-party cookies

As director of product marketing at The Trade Desk, Jaime Nash is on a mission to make UID2 the most widely used third-party cookie alternative in the advertising industry. UID2 stands for Unified ID 2.0, The Trade Desk’s identity framework geared toward providing marketers a cohesive yet privacy-compliant view of consumers across multiple channels. Such a tool has become imperative for the ad industry as it looks to replace third-party cookies, which major tech companies are in the process of dissolving. See all of Ad Age’s 40 Under 40 honorees here Nash, 38, is attempting to put UID 2.0 front and center through integrations with major global companies; in the past year, she has brokered partnerships with players including Walmart, Paramount, Procter & Gamble and Disney. She’s also leading with education, showing marketers the ins and outs of a technology that is often misunderstood. For example, machine learning plays a key role in UID2, helping to gather disparate signals and attributes in order to inform marketing strategies. “We’re at such a key turning point,” Nash said. “You don’t need a lot of first-party data if you’re coupling it with strong machine learning.” If you could have dinner with one person, alive or dead, who would it be and why? Dave Matthews. This will solidify me as an elder millennial, but I’ve been listening to DMB since high school, I even have a Dancy Nancy tattoo. His music has stood the test of time and I just think we’d have a great time over a meal. He’s a riot. What are the top two social media sites you use on a regular basis? I actually limit myself to just Instagram these days. Controversial choice, I’m sure. But I don’t want to get sucked into hours of content on my phone on TikTok. What’s currently on your bedside reading list? At the moment I’m reading “Death by Black Hole,” by Neil deGrasse Tyson. I love concepts within space and time. What was the last show you binge-watched? “Painkiller” on Netflix. Really well-done exploration of the impact of Oxycontin on patients, their families, the doctors prescribing it and the entire community. I was in high school during the period the show covered, so it really resonated with me. At what age do you hope to retire? Call me crazy but I don’t even think about it. I suppose my 60s, but right now I’m really enjoying it and feeling so much momentum and possibility that I don’t dream of retirement just yet—there’s so much more to accomplish. See all of Ad Age’s 40 Under 40 honorees here

How Jaime Nash is championing The Trade Desk’s alternative to third-party cookies

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