By Luís Daniel Rijo in Display News — Apr 24, 2019

Throtle integrates The Trade Desk’s unified ID solution

Throtle has successfully integrated with The Trade Desk’s unified ID solution, The Trade Desk announced yesterday.

“At Throtle, our focus from day one has always been around data accuracy and transparency,” said Paul Chachko, CEO at Throtle. “By integrating with The Trade Desk’s unified ID solution, it is continually pushing our focus of helping advertisers more accurately get in front of addressable audience while increasing overall reach.”

According to The Trade Desk, integration of the unified ID solution aims to improve user match rates across 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. In addition, the unified ID solution allows for stronger match rates across all parties involved.

“The cookie universe has been searching for a way to improve the sync process, and the unified ID solution has proven itself as one of those critical tools to change that process,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “We are thrilled that Throtle has joined us in this industrywide initiative to solve a very fixable problem in our ecosystem. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”

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