Telaria adopts The Trade Desk’s unified ID

Telaria this week announced that will offer The Trade Desk’s unified ID solution to its demand partners as part of an effort to increase efficiencies across the ecosystem by reducing the number of cookie syncs necessary.

Katie Evans, COO at Telaria said: "The Trade Desk’s unified ID helps address an important need in the industry, the standardization of cookie IDs which helps minimize some of the complexity in the digital advertising ecosystem. We are excited to partner with The Trade Desk and in the process create a more addressable and scalable video ecosystem which enables buyers and sellers to transact in an increasingly friction free environment."

“We are thrilled that Telaria has implemented the unified ID solution on their platform,” said Brian Stempeck, Chief Strategy Officer at The Trade Desk. “We believe aligning around common industry standards can have a huge impact on improving match rates and making audience buying more effective.”