The Trade Desk and LiveRamp Team to Forge Post-Cookie Solutions

Unified ID 2.0 will be made available to publishers through the SaaS company's Authenticated Identity Infrastructure

Introducing the Adweek Podcast Network. Access infinite inspiration in your pocket on everything from career advice and creativity to metaverse marketing and more. Browse all podcasts.

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)

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in