SpotX this week has integrated The Trade Desk’s unified ID solution. SpotX says this combined effort is a solution to improve user match rates across the digital advertising ecosystem to increase the addressable audience pool.
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.
“Unified ID is one of the clear leaders in web-based identity and will help advertisers more accurately get in front of that coveted addressable audience while increasing their overall reach and ultimately driving revenue, which is why we’ve chosen to partner with The Trade Desk on this initiative,” said Kelly McMahon, SVP of global demand operations at SpotX. “The scale of The Trade Desk’s global cookie footprint made it a priority for SpotX to participate, and we’re excited to be among the first video SSPs to optimize this technology.”