Unified ID Solution

Unified ID allows for better and more relevant advertising combined with faster load times benefiting all parties from advertisers to consumers.

The Trade Desk’s Unified ID Solution gives advertisers a single view of their customers across the internet, resulting in better, more-relevant advertising and faster load times for consumers.

At any given moment on a webpage, demand-side platforms (DSPs), supply-side platforms (SSPs), data partners, and a variety of other ad-tech companies are reading and synchronizing IDs. This syncing process does not always result in an accurate and scalable number of matching IDs.

It is critical we adopt an ID that will eliminate the need for synchronization, so advertisers can:

  • identify a user across websites
  • more effectively frequency cap across sites and channels
  • gain clearer insight into their customers’ journeys


The Trade Desk’s Unified ID Solution

The Trade Desk’s Unified ID Solution offers just such a shared and consolidated ID, with the goal of benefitting the entire advertising industry, from advertisers to publishers.

Since implementing The Trade Desk’s Unified ID, our match rates have increased by about 21% - our highest coverage yet. While this benefits Sharethrough, we’re more excited about the net effect of industry-wide adoption. We encourage everyone to consider a universal-ID solution.

Curt Larson, Chief Product Officer at Sharethrough

Identity-based advertising solutions enable brands to deliver more-relevant and more-engaging consumer experiences. The Trade Desk’s Unified ID Solution is a great step towards unlocking the value of identity within the programmatic ecosystem, and it will add to our mission of providing brand marketers and publishers effective and high-quality digital advertising offerings.

Todd Parsons, Chief Product Officer at OpenX

We are thrilled with The Trade Desk’s mission to create a shared ID across the open ecosystem. It will not only lead to increased audience coverage for participating data partners, but also more relevant, targeted ads for the end consumer.

Ryan Rolf, Vice President of Data Solutions at Lotame

Benefits

Adoption of The Trade Desk’s Unified ID benefits the entire ecosystem:

Advertisers will have a more complete view of their customers across the web, allowing them to use audience data more efficiently and drive better performance across campaigns.

Inventory suppliers will expand their ID coverage across the web to create higher-quality ad opportunities that increase yield for your platform.

Data providers will see increased coverage and data accuracy, enhancing audience targeting for advertisers.

DSPs will share more user coverage with their inventory and data partners, providing platform buyers better access to targeted impressions.

Publishers will experience faster page-load times, improving the browsing experience for consumers.

How to get involved

Supply-side platforms (SSPs) can contact their partnership manager at The Trade Desk for more information.

Data management platforms (DMPs) should reach out to us at datapartners@thetradedesk.com to get started.

Demand-side platforms (DSPs) can direct partnership inquiries to UnifiedIDSolution@thetradedesk.com.