The Trade Desk doesn’t profit from its ID solution, but it does empower the company to be a controlling player in the programmatic ecosystem, and it also means data companies and other ad tech exchanges must integrate with the unified ID to sync well with programmatic demand. For instance, one of the important results from the PubMatic case study was that bid counts and CPMs increased from other, smaller DSPs that also integrate with unified ID.
Attracting other DSPs is the most difficult hurdle for the unified ID solution, because DSPs typically offer their own identity services and aren’t interested in empowering a direct competitor. The same is true for other ID collaborations, like DigiTrust or the Advertising ID Consortium, which struggle to secure buy-side cooperation.
The Trade Desk keeps a close bead on industry identity initiatives as a board member for the IAB Tech Lab and the ID consortium.
“We’ve been involved with those, because we think it’s a problem worth solving as an industry,” said Tim Sims, The Trade Desk’s SVP of inventory partnerships. “The objective has always been to go from many IDs to some IDs, not just to one.”
Strieder said she isn’t interested in the political machinations among programmatic companies, when collaboration could help overcome the gap between logged-in walled garden platforms and the open web, where advertisers don’t trust results because they can’t track campaigns.
“This is an opportunity to make digital advertising what it should have been all along: something accurate for advertisers and relevant to users,” she said.
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