TripleLift last week has integrated The Trade Desk’s unified ID into their supply stack, TTD announced. Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to use The Trade Desk’s cookie footprint to increase their own cookie coverage, in an effort to improve the digital match rates.
“We believe this partnership will help satisfy marketer’s desire for targeting that rivals the capabilities of walled gardens and enables them to extend their social budgets to native,” said Ari Lewine, Co-founder and Chief Strategy Officer, TripleLift.
“TripleLift has committed to growing their presence in the programmatic native advertising ecosystem and we are thrilled that they have adopted the unified ID solution,” said Brian Stempeck, Chief Client Officer, The Trade Desk. “The collective participation of the unified ID solution confirms the industry’s desire to advance the delivery of digital advertising.”