Drawbridge has integrated The Trade Desk’s unified ID solution as a destination within its Identity Platform, The Trade Desk announced this week.
The Trade Desk’s main argument to promote the adoption of the free unified ID solution is that it enables all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s cookie footprint to increase their own cookie coverage across the internet. In addition, the unified ID solution allows for stronger match rates across all parties involved.
“Making identity accessible and actionable has always been at the core of our business and incorporating The Trade Desk’s unified ID solution into our platform was a logical addition,” said Haylee Adkins, VP of Strategy, Drawbridge. “We are uniquely positioned to offer a variety of activation solutions to our partners via our Identity Platform, including a number of identity spaces.”
“We applaud Drawbridge for seamlessly allowing our ID to be a tool for their partners in their campaigns,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “Our goal is to offer our industry a simple, free solution to a very solvable problem that improves the open internet, and Drawbridge’s activation allows for easy distribution for their ecosystem. The widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”