Throtle, a leading identity-based data onboarder, has successfully integrated with The Trade Desk’s unified ID solution. This integration aims to improve user match rates across the digital advertising ecosystem.

“We are thrilled that Throtle has joined us in this industrywide initiative to solve a very fixable problem in our ecosystem. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”

Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s cookie footprint to increase their own cookie coverage across the global independent internet. In addition, the unified ID solution allows for stronger match rates across all parties involved.

“At Throtle, our focus from day one has always been around data accuracy and transparency,” said Paul Chachko, CEO at Throtle. “By integrating with The Trade Desk’s unified ID solution, it is continually pushing our focus of helping advertisers more accurately get in front of addressable audience while increasing overall reach.”

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“The cookie universe has been searching for a way to improve the sync process, and the unified ID solution has proven itself as one of those critical tools to change that process,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “We are thrilled that Throtle has joined us in this industrywide initiative to solve a very fixable problem in our ecosystem. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”

Throtle is a 2nd generation data onboarding company focused on deterministic matching, identity resolution, and closed loop enablement, powering brands’ omnichannel marketing efforts. Our data centric onboarding approach provides the highest level of accuracy, cross-device reach, and transparency.

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The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific.

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