Luke Fenney
Luke Fenney is a senior programmatic and identity leader at The Trade Desk, where he serves as General Manager of Addressability, overseeing the company's strategy around privacy-preserving identity solutions in a post-third-party-cookie landscape. He is closely associated with the rollout and evangelism of Unified ID 2.0 (UID2), The Trade Desk's open-source identity framework designed to replace cookie-based targeting with a more durable, consent-based alternative. His work sits at the intersection of publisher monetization, advertiser targeting, and the evolving regulatory environment shaping digital advertising in Europe and globally. Fenney has built his career within the programmatic ecosystem, accumulating experience across demand-side platforms and identity infrastructure. His role at The Trade Desk places him at the forefront of industry conversations around addressability, working with publishers, data partners, and agencies to build scalable alternatives to deprecated identifiers. He is a recognized voice in the UK and European AdTech community on topics related to the future of audience targeting and data collaboration. As the industry grapples with signal loss from cookie deprecation, browser privacy changes, and tightening data regulations, Fenney's focus on practical, interoperable identity solutions has made him a notable figure in shaping how the buy side approaches addressability. He regularly engages with industry bodies and events to advance understanding of identity frameworks and their implementation across the open internet.
Last updated Jun 11, 2026 by ATDb automated enrichment · Connections updated Jun 15, 2026
- Years in industry
- 12 years
Bio
Luke Fenney is a senior programmatic and identity leader at The Trade Desk, where he serves as General Manager of Addressability, overseeing the company's strategy around privacy-preserving identity solutions in a post-third-party-cookie landscape. He is closely associated with the rollout and evangelism of Unified ID 2.0 (UID2), The Trade Desk's open-source identity framework designed to replace cookie-based targeting with a more durable, consent-based alternative. His work sits at the intersection of publisher monetization, advertiser targeting, and the evolving regulatory environment shaping digital advertising in Europe and globally. Fenney has built his career within the programmatic ecosystem, accumulating experience across demand-side platforms and identity infrastructure. His role at The Trade Desk places him at the forefront of industry conversations around addressability, working with publishers, data partners, and agencies to build scalable alternatives to deprecated identifiers. He is a recognized voice in the UK and European AdTech community on topics related to the future of audience targeting and data collaboration. As the industry grapples with signal loss from cookie deprecation, browser privacy changes, and tightening data regulations, Fenney's focus on practical, interoperable identity solutions has made him a notable figure in shaping how the buy side approaches addressability. He regularly engages with industry bodies and events to advance understanding of identity frameworks and their implementation across the open internet.
Career
Senior Director, Inventory Partnerships
The Trade Desk
Programmatic roles
Various AdTech companies
Expertise & education
Expertise
Speaking topics
Recognition
Notable achievements
- Leading The Trade Desk's addressability and UID2.0 adoption strategy across European markets
- Driving industry partnerships to scale privacy-preserving identity solutions on the open internet