The Trade Desk yesterday announced that Index Exchange’s marketplace has seen a significant lift in user coverage, or match rates, after adopting the unified ID solution. According to TTD, Index Exchange has seen match rates reach 99 percent, resulting in better audience reach for advertisers and more yield for publishers.
Index Exchange is the first supply-side platform (SSP) to share the results from its integration with The Trade Desk’s unified ID solution.
The Trade Desk is offering the global cookie footprint at no cost to the digital advertising industry at large. The unified ID solution allows marketers and publishers to improve effectiveness by increasing addressable audience reach.
“We are committed to developing new approaches that deliver meaningful results for publishers, buyers, and consumers. We’re excited to partner with The Trade Desk on unified ID, as it raises the entire ad tech industry to a higher standard by improving the efficiency of cookie-based user syncing across the internet. Providing their global cookie footprint at no cost benefits our entire ecosystem, allowing for greater audience addressability as well as faster web pages.”Andrew Casale, President, and CEO, Index Exchange
Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s enormous cookie footprint to increase their own cookie coverage across the independent internet. Additionally, companies have also signed up to receive the unified ID solution from the Index Exchange Header Tag Wrapper. These companies can ingest the ID into their marketplaces and distribute it to partners, including DSPs.
“The fact that Index Exchange has already seen higher match rates from their implementation of the unified ID solution validates our decision to offer our cookie footprint at no cost. We’re excited to see similar results as adoption builds and the solution gains momentum, strengthening the industry at large.”Jeff Green, CEO and Founder of The Trade Desk
According to TTD, both Index Exchange and The Trade Desk are also working closely with other ID solutions like the Advertising ID Consortium to continue to improve the digital advertising ecosystem.