LiveRamp and The Trade Desk have announced a new partnership designed to help marketers deliver targeted campaigns in a post-cookies world.
The Trade Desk’s Unified ID 2.0 will be made available to publishers via LiveRamp’s Authenticated Identity Infrastructure (ATS) from December.
The Trade Desk introduced the first version of its Unified ID in 2018 and is currently beta testing the 2.0 version.
By partnering with LiveRamp, The Trade Desk will be able to make its open-source product more widely available to digital marketers on the lookout for solutions that do not use third-party cookies.
“When we architected Unified ID 2.0 this summer, based on the IAB recipe, we intended it as an industry-wide collaboration that complements and interoperates with other IDs on the market. It is independently-governed and open-source for the same reasons,” said The Trade Desk chief technology officer and co-founder Dave Pickles.
“Our partnership with LiveRamp reaffirms our shared commitment to interoperability, as we work together to preserve the value exchange of the open internet.”
How it works
Under the new partnership, marketers that work with both The Trade Desk and LiveRamp can bid on LiveRamp’s identifier within The Trade Desk platform.
It also means that publishers already using LiveRamp’s ATS will be able to see demand from advertisers using LiveRamp’s pseudonymous identifier and the Unified ID 2.0.
More than 25 supply-side platforms have already adopted LiveRamp’s infrastructure. Additionally, there are 215 global publishers now using the solution.
“We purposely designed ATS to be essential addressability infrastructure, capable of supporting multiple identifiers in a neutral and interoperable way,” said LiveRamp CEO Scott Howe.
“The combined demand from The Trade Desk, the largest independent demand-side platform, and the 400+ global brands using LiveRamp, enables publishers and advertisers to thrive in a post-cookie environment.”
The partnership will roll out in the United States, United Kingdom, France, Italy, Germany, Japan and Australia.
