AppLovin Corporation , a leading marketing software company, announced its partnership with global advertising technology leader The Trade Desk  bringing agencies and advertisers access to AppLovin Exchange (ALX) – the leading in-app RTB exchange – with the addition of ALX as a supply source to The Trade Desk’s platform.

With this partnership, AppLovin also announced that it will be the first mobile in-app exchange to help enable Unified ID 2.0 signals for participating mobile publishers. Integrating ALX with The Trade Desk underscores AppLovin’s prioritization of identity solutions to support and enable scale to enhance targeting capabilities for advertisers across its 140,000 mobile apps on over 1.8 billion mobile devices globally.

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“Bringing ALX to The Trade Desk’s buyers and supporting the work going into Unified ID 2.0 is a natural next step towards our goal at AppLovin to operate the most robust in-app advertising platform in the market.”

“With the majority of programmatic bid requests taking place on mobile today, agencies and advertisers have a massive opportunity to tap into this growing market and reach their audiences on mobile,” said Meagan Martino, Head of Demand, EMEA and Americas at AppLovin. “Bringing ALX to The Trade Desk’s buyers and supporting the work going into Unified ID 2.0 is a natural next step towards our goal at AppLovin to operate the most robust in-app advertising platform in the market.”

The Trade Desk’s access to ALX will give agencies and advertisers a cost and scale advantage through direct access to all app publisher advertising inventory. The partnership also allows advertisers and agencies to seamlessly target and buy this supply by adding ALX to campaigns within The Trade Desk.

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“AppLovin represents some of mobile gaming’s most valuable inventory, making them an exciting new partner for our clients,” said Michelle Hulst, Chief Data Officer, The Trade Desk. “Our clients will be able to buy AppLovin’s inventory through Unified ID 2.0, leveraging their first-party data to maximize their advertising campaigns. We welcome AppLovin to the growing stable of partners who see the benefits that Unified ID 2.0 brings to the media ecosystem.”

Additionally, AppLovin has been focused on releasing new features and integrating other leading partners at a fast pace, including the Interactive Advertising Bureau (IAB) for the Open Measurement SDK initiative (OM SDK) and HUMAN Security, Inc. for traffic quality protection on ALX.