BidSwitch, a provider of intelligent infrastructure for the global programmatic ecosystem, has adopted The Trade Desk’s unified ID solution. This integration aims to improve user match rates across the digital advertising ecosystem.
As part of the integration, supply-side platforms (SSPs) that use BidSwitch can pass on the ID to all of the demand-side platforms (DSPs) who also use BidSwitch. BidSwitch’s unified ID integration enables SSPs using BidSwitch to improve cookie coverage without the need for a direct integration with The Trade Desk.
Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilise 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.
“BidSwitch has always been committed to supporting identity solutions as the industry evolves,” said Barry Adams, BidSwitch GM. “The Trade Desk’s unified ID represents a solution with significant traction and proven results in increasing match rates between partners. We’re excited to join the group of partners supporting the ID.”
“BidSwitch is helping to push forward the idea of identity and improved advertising outcomes,” said Tim Sims, SVP of Inventory Partnerships, The Trade Desk. “By enabling our unified ID solution to be passed on to even more partners within the supply chain, BidSwitch is vastly adding to the reach and distribution across the industry. Our goal with the unified ID solution is improve match rates, solve for latency and make the bidstream more efficient across the cookie universe.”
Source: The Trade Desk