Sharethrough, one of the industry’s largest native ad exchanges for the open web, has integrated The Trade Desk’s unified ID solution on their exchange. This collaborative venture is an effort to improve the digital match rates outside of walled gardens in the digital advertising ecosystem. This is available through The Trade Desk offering its inclusive, global cookie footprint at no cost to the digital advertising industry at large.
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.
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“The positive impact of the unified ID solution across the landscape is unquestionable,” said Curt Lawson, Chief Product Officer, Sharethrough. “As native advertising continues to expand and work cohesively amongst the ecosystem, the cookie matches are imperative to more effective and smarter advertising. With the scale of The Trade Desk’s ID, it was an easy choice for us to participate.”
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“Sharethrough is demonstrating their leadership position in the native advertising space of the industry by adopting the unified ID solution and we are excited they’ve joined our initiative,” said Brian Stempeck, Chief Client Officer, The Trade Desk. “The widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”
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