The Trade Desk Rolls Out Its Unified ID to Take on the Walled Gardens

Lotame, Rubicon Project and SpotX back the scheme, with the hopes of streaming workflow

The launch brings the number of 'independent' targeting IDs on the market to three. Getty Images

The Trade Desk, a publicly listed ad-tech company with a market capitalization of more than $5 billion, is rolling out its own audience ID solution with several players also participating in its debut, a move that means there are now three such offerings on the market.

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.
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