The Trade Desk Rolls Out Its Unified ID to Take on the Walled Gardens

Lotame, Rubicon Project and SpotX back the scheme, with the hopes of streaming workflow


The Trade Desk, a publicly listed ad-tech company with a market capitalization of more than $5 billion, is rolling out its own audience ID solution with several players also participating in its debut, a move that means there are now three such offerings on the market.

While marketers highlight their desire for persistent IDs to bring more uniformity to their media planning, differences of opinion and technical challenges have led to a relative proliferation of such initiatives in recent years.

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