Rubicon adopts The Trade Desk’s unified ID

Rubicon Project this week implemented The Trade Desk’s unified ID solution. The adoption of the unified ID allows 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.

“Enhanced identity resolution results in more relevant advertising. All players that participate in the digital buying and selling ecosystem benefit from reading from the same playbook. The Trade Desk’s unified ID solution is a well-known and trusted solution, making it a natural fit for us as we continue to enhance our platform,” said Garrett McGrath, Vice President of Product Management, Data Services, Rubicon Project. “Advertising Exchanges need standards that ultimately create a better experience for all platforms and consumers; this is another important milestone for our industry.”

“We are ecstatic that Rubicon Project has adopted the unified ID solution into their marketplace and look forward to seeing the benefits for everyone in the digital supply chain, both advertisers and publishers alike.” said Tim Sims, SVP of Inventory Partnerships, The Trade Desk. “The widespread integration of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”