The native exchange Sharethrough has integrated The Trade Desk’s unified ID solution, The Trade Desk today announced. The Trade Desk says this collaboration is an effort to improve the digital match rates outside of walled gardens in the digital advertising ecosystem.
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 cookie footprint to increase their own cookie coverage across the global independent internet.
“The positive impact of the unified ID solution across the landscape is unquestionable,” said Curt Lawson, Chief Product Officer, Sharethrough. “As native advertising continues to expand and work cohesively amongst the ecosystem, the cookie matches are imperative to more effective and smarter advertising. With the scale of The Trade Desk’s ID, it was an easy choice for us to participate.”
Last month, PubMatic and Index Exchange adopted The Trade Desk’s unified ID solution. TTD saw match rates reach 99 percent.