Identity is top of mind for marketers — and has been for some time. Many have built sophisticated data strategies to reach the right audiences at the right moments, with an eye on consumers’ expectations for relevance and privacy. The threat of third-party cookie deprecation loomed for years (and is now halted); but the ad industry was already moving on from the browser-based identifier, and fast-growing platforms like Connected TV (CTV) and audio never used them to begin with.
Solutions like The Trade Desk’s Unified ID 2.0 (UID2) had long been underway and are purpose-built for the open internet. Interoperability and transparency are the cornerstones of these solutions. UID2 (and European Unified ID) provides holistic targeting and measurement for an internet that is increasingly privacy-conscious. Additional solutions like our cross-device graph and data-signal solutions mean advertisers no longer need to rely on the identity signals that don’t meet the marketing moment.
Simply put: You can reach audiences with precision without cookies. Get to know the three ways The Trade Desk is providing savvy marketers with industry-leading identity solutions fit for advertising’s latest era.
Ready to future-proof your identity strategy? We’ve got you covered: