The Trade Desk acquires Adbrain
The acquisition will "empower advertisers to confidently reach consumers across all devices and channels."
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The Trade Desk announced today that acquired the assets of Adbrain, a provider of intelligent identity resolution technology to create advanced customer ID maps. Financial terms of the transaction were not disclosed.
Adbrain is expert in resolving customer identity for marketers and their partners across people, places, and devices. Adbrain’s advanced customer ID mapping solutions are used to increase sales and ROI on marketing activity by enabling true identity led targeting and measurement. Named one of the hottest 50 AI startups Adbrain has mapped 90% of the adult internet population in the US with over 400 advertisers benefiting from having customer identity resolved.
In a press release, The Trade Desk says that this acquisition "demonstrates The Trade Desk’s commitment to help advertisers target consumers across all devices through a single, independent buy-side platform."
Adbrain was already integrated within The Trade Desk’s platform and cross-device marketplace since October 2015.
Jeff Green, CEO and co-founder of The Trade Desk, said that “with this acquisition The Trade Desk will develop a proprietary device graph that combines Adbrain’s technology with login data, giving advertisers and brands on The Trade Desk platform an independent alternative to walled gardens.”
The two popular Adbrain uses to mapping a customer profile across different devices:
