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The Trade Desk and LiveRamp have announced a collaboration that will see the demand-side platform’s Unified ID 2.0 made available to publishers that deploy the onboarding outfit’s Authenticated Traffic Solution.
The ad-tech duo are collaborating in order to help both the buy- and sell-side of the industry continue audience matching once the industry’s major platform providers such as Google Chrome pull support for static identifiers like third-party cookies.
Publishers using ATS, a product LiveRamp unveiled last year, will be able to receive more valuable bid requests from buyers that use the people-based identifiers (both ATS and Unified ID 2.0)