The Trade Desk Ruffles Feathers With Controversial Unified ID Solution Rollout

Ad tech’s biggest independent player proposes ‘cutting off' lower-tier DSPs

The company proposed the new measures to trading partners at Cannes Lions. Getty Images, Trade Desk

Documents presented to supply-side platform players at this year’s Cannes Lions conference suggest that The Trade Desk wants to apply pressure in its bid to further its Unified ID Solution roll out.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.