Dive Brief: 

• Ad-tech firms are joining forces to develop a standardized user identifier for ad placement. 
• The 20 ad-tech firms are creating a nonprofit called Digitrust that should help ease problems from all of the various user IDs. 
• Creating a single, standardized user ID would help web pages load faster, make it easier for ad-tech firms to share information, and lay the groundwork for privacy controls in ad targeting. 

Dive Insight: 

The industry has been struggling with ID problems since the idea was invented. Forming a separate nonprofit could be a good way to work together on the issue. Particularly when it comes to sharing information and privacy controls, a unified group would be helpful.