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MarTech Today: Why The Trade Desk’s unified ID may be catching on

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Down to two or three solutions. “This isn’t competitive,” Trade Desk SVP of Inventory Partnerships Tim Sims told me. The key objective, he added, is to reduce the hundreds of ad tech firms that have to match cookie IDs with hundreds of others, down to the two or three single ID solutions.

The Trade Desk’s solution may be catching on. In December, for instance, the supply side platform (SSP) Index Exchange said it was the first SSP to share results for The Trade Desk’s solution, citing match rates of 99 percent. And, on Thursday of this week, TripleLift — which says it is the largest comScore-ranked native ad SSP — announced it had integrated The Trade Desk’s unified ID solution.

The key driver behind all three initiatives is the poor accuracy rate of cookie ID matching between the players in the ad ecosystem.

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