Authenticated Traffic Solution (ATS) is an identity framework developed by The Trade Desk that enables advertisers and publishers to target users without relying on third-party cookies. It works by using hashed and encrypted email addresses provided by users when they log into websites, ensuring privacy while maintaining ad relevance.
How ATS works:
- User authentication: A user logs into a website using their email.
- Hashing & encryption: The email is hashed (converted into an anonymous identifier).
- Unified ID 2.0 integration: The hashed identifier can be matched across participating publishers and ad platforms.
- Privacy controls: Users maintain control over their data and can opt-out anytime.