Leading Global Marketing Technology Company, Tapad, Adopts the Trade Desk’s Streamlined Cookie ID into Its Identity Resolution Solutions to Increase Global Cookie Coverage Across the Internet

Global marketing technology company, Tapad, has partnered with The Trade Desk to onboard The Trade Desk’s unified ID solution into its digital identity driven solutions.

The Trade Desk’s unified ID solution is free for all parties spanning the digital advertising supply chain, including SSPs, DSPs, DMPs and data providers. With leading players onboarding the unified ID solution, such as Tapad, streamlined cookie syncs make ad viewing experiences better for consumers, increase match rates for all parties, and expand cookie coverage on a global-scale.

Adoption of The Trade Desk’s global cookie footprint enables Tapad customers to benefit from greater precision and potentially higher performing digital marketing campaigns.

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“Digital identity resolution is key to improving digital marketing campaigns. Supporting The Trade Desk’s unified ID solution, in conjunction with our cross-device and identity resolution offerings, helps us and the entire open ecosystem,” said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. “It simplifies cookie syncing, and increases match rates among our partners; enabling our customers to improve marketing campaign performance.”

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“Identity is critical in the ecosystem and as a long-standing leader in the space, Tapad has shown a strong commitment to building digital identity resolution solutions that help marketers launch more effective campaigns on a global scale,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “We are thrilled for their participation and look forward to solving the digital identity narrative across the industry through this partnership. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”

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