NEW YORK & LOS ANGELES – February 11, 2019 – Telaria (NYSE:TLRA), a software platform to manage video advertising for premium publishers, will offer The Trade Desk’s unified ID solution to its demand partners as part of an effort to increase efficiencies across the ecosystem by reducing the number of cookie syncs necessary.
Aiming to create a common currency, The Trade Desk’s free unified ID solution offers a shared and consolidated ID across the entire supply chain (SSPs, DSPs, DMPs and data providers), enabling increased match rates and more relevant advertising. This will help brands and advertisers better understand their audiences and scale their campaign strategies across the digital ecosystem.
Katie Evans, COO, Telaria said, "The Trade Desk’s unified ID solution helps address an important need in the industry, the standardization of cookie IDs and the need to minimize some of the complexity in the digital advertising ecosystem by coalescing around a few key solutions. We are excited to partner with The Trade Desk to help confront a key identifier inefficiency, and in the process create a more addressable and scalable video ecosystem which enables buyers and sellers to transact in an increasingly friction-free environment."
“We are thrilled that Telaria has implemented the unified ID solution on their platform,” said Brian Stempeck, Chief Strategy Officer, The Trade Desk. “We believe aligning around common industry standards can have a huge impact on improving match rates and making audience buying more effective.”
Telaria, Inc. (NYSE: TLRA), is a complete software platform to manage premium video advertising. We engineer the most robust suite of analytics, automated decisioning, and integrated programmatic and direct monetization tools in the industry. Global publishers require total command of their business; Telaria's independent solution empowers unbiased decisions for the best revenue outcomes. Telaria operates out of 13 offices worldwide across North America, EMEA, LATAM and APAC.
About The Trade Desk
The Trade DeskTM 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. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.