As the largest independent demand-side platform (DSP), The Trade Desk has one of the most ubiquitous cookie footprints in the world. As a key industry initiative to help make advertising better for everyone, they are giving away our proprietary cookie ID for free with the unified ID solution. By letting any other DSP, supply-side platform (SSP), data management platform (DMP), or data provider match audience data using one of the most prevalent IDs in the ecosystem, we’re providing the best opportunity to scale a truly universal ID.

PubMatic was an early adopter of the unified ID solution. Like The Trade Desk, they saw the benefits of a cookie consolidation solution from both the SSP and consumer perspectives.

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