Scott Menzer

@ID5_io co-founder, ad-tech enthusiast, traveler, rock climber, skier, tech junky, amateur photographer

[Matthew Bromberg @MBromberg]

Folks. Can I explain something about world models? Seems like today might be a good day for that.

Advances in large-scale “world models” — whether developed by partners like Google or others — materially expand the frontier of interactive content creation. These models can generate high-quality, interactive, video-like experiences from natural language or minimal input.

Today, they are primarily editable through prompting, which limits the level of determinism and precision required for production-grade game mechanics. As a result, their outputs remain probabilistic and non-deterministic, making them unsuitable on their own for games that require consistent, repeatable player experiences.

Rather than viewing this as a risk, we see it as a powerful accelerator. Video-based generation is exactly the type of input our Agentic AI workflows are designed to leverage—translating rich visual output into initial game scenes that can then be refined with the deterministic systems Unity developers use today. Our agents already generate high-quality scenes from static video. Interactive, camera-controllable video from world models would further enhance this pipeline and materially improve the fidelity and speed of early-stage content creation. We believe this represents a meaningful step forward for AI-driven development across the industry.

Unity’s role is to operationalize these advances. Outputs from world models are ingested into Unity’s real-time engine, where they are converted into structured, deterministic, and fully controllable simulations. Within Unity, creators define physics, gameplay logic, networking, monetization, and live-operations systems to ensure consistent behavior across devices and sessions.

This combination enables developers to move faster from concept to scalable product: AI accelerates environment and asset generation, while Unity provides the execution layer that transforms generated content into reliable, monetizable experiences.

As a result, world models expand content supply and reduce development friction, while Unity remains the system of record for runtime, distribution, and long-term operations. This dynamic broadens Unity’s addressable market and reinforces its central role in the interactive ecosystem.

[Scott Menzer @smenzer]

@PaulGelb @aripap @Prebidorg @adtechradar > But I thought TIDs would work across SSPs, but not DSPs

But the change is to make TIDs unique per SSP (i.e. bidder in Prebid terms), so this change seems to break the paradigm you mention.

[Scott Menzer @smenzer]

@myQConnect @daviesgeek this is a terrible position to take. WE paid for the technology, it's in OUR home, YOU chose to make it cloud-based instead of letting us control it locally! forget ever buying myq again

[Scott Menzer @smenzer]

@TPLINKUS However, I think I received an old version because mine says v1.0 but I can see v1.60 exists on the Support page (https://t.co/YWGF2QK3jc). My Omada Controller also has warnings about unsupported features on v1.0 hardware. How can I buy the latest hardware?? 2/2

[Scott Menzer @smenzer]

@TPLINKUS I'm interested in the EAP650-Outdoor WAP, but I'm unclear about the hardware versions. On the main product page (https://t.co/lDiLphIHly), if you Buy Now it sends you to Amazon (https://t.co/JIwfXmcB72) and I bought it. 1/2

[Scott Menzer @smenzer]

@TeamYouTube @dragulosa The YouTube app on my roku says it hasn’t been updated since 2022 even though I’ve checked for updates. Is an update to roku coming soon, please?

[Scott Menzer @smenzer]

Looking forward to the new fish eye cam from @ReolinkTech…ultimate baby monitor camera! @AmelieConvert

[Scott Menzer @smenzer]

. @WingsofNewYork just canceled my order on @seamless more than an hour after placing and confirming the order and 15 min before it was due to be delivered! Way to ruin super bowl Sunday!

[ID5 @ID5_io]

.#Identity2022 is nearly here! Be sure to register before 3pm GMT tomorrow to join us for a jam-packed schedule of educational and thought-provoking content. Check out the full agenda below 👇

https://t.co/448YL9boWu

#identity #digitaladvertising #programmatic #techevents

[ID5 @ID5_io]

Introducing IdentityCloud, ID5's comprehensive #identity solution for all #digitaladvertising environments.
Discover an inclusive suite of services enabling the entire advertising ecosystem to improve addressability & measurement capabilities.
Learn more: https://t.co/bxStskZDLT

[Scott Menzer @smenzer]

@mikeosullivan @rochemathieu Way to go, @ID5_io team!

[Mike O'Sullivan @mikeosullivan]

Truly remarkable to see the publisher install coverage of ID5’s identifier!

Impressive market activation, considering the size of the company. Does @rochemathieu sleep?

[ID5 @ID5_io]

ID5 raises $6 million in Series A funding to deploy a scaled alternative to #Google’s Privacy Sandbox!

Click below to find out more on how ID5 is leading the way in reshaping the future of #identity with this significant landmark.

@BusinessInsider: https://t.co/0MRbvt2LJO

[Scott Menzer @smenzer]

5 yr old: Daddy, stop talking to me

Me: Ok, I won’t talk to you

5yr old: I said don’t talk to me!

Me:

5yr old: YOU NEED TO SAY “OK”!

Me:

5yr old: <runs away screaming and crying> HE NEEDS TO SAY “OK” THAT HE WON’T TALK TO ME!!

#parenting

[Terence Kawaja @tkawaja]

The Tyranny of the First Party or Why Apple's Privacy Drive is Self-Serving, a thoughtful essay by @pbannist that puts the current privacy war in perspective.
https://t.co/aGbaUeOFQl

[Scott Menzer @smenzer]

@realDonaldTrump And yet you still lost. What does that say about you?

[Scott Menzer @smenzer]

@aripap Oh it’s not that bad!!

[Scott Menzer @smenzer]

Really great recap of current situation and how we got here in America, and what we ALL need to do to make sure we make change. If you don't watch the whole thing, at least watch the last minute, it's powerful

Police: Last Week Tonight w/John Oliver https://t.co/9EYqj0E8p2 #BLM

[Scott Menzer @smenzer]

Vote @ID5_io!! #adtechmadness

[Ari Paparo @aripap]

Will the @integralads standardized testing regime push them to victory over identity specialist @ID5_io? #adtechmadness

[Mathieu Roche @rochemathieu]

I am sick of hearing that "data is the new currency". A currency is a means of exchange. Data is an ASSET that is traded using user IDs. User IDs are the currency. Data is not a currency. Can we agree on this once and for all? #identity