The Open ID adtech consortium has announced a host of new members

The pursuit of a standardized user ID that can be made widely available to independent adtech companies is gathering pace, with the founding member of the Advertising ID Consortium announcing that 15 new companies, including The Trade Desk, have joined the initiative.
Initially unveiled in May 2017, the consortium was established to construct an open identity solution that will be made available to participating members – initially AppNexus, Index Exchange, and LiveRamp – f