How DigiTru.st aims to help publishers navigate the adtech conundrum

DigiTru.st, a proposed coalition of adtech outfits and publishers geared towards coming up with a universal identifier, has reached a milestone with over 40 such companies agreeing to deploy the technology. The Drum caught up with its chief executive officer Jordan Mitchell to discuss his pitch to the market.
Having been co-founded in 2014, and later resurrected in early 2016, DigiTru.st has gained critical mass, according to Mitchell who adds that members are about to fully deploy its single ID