- Rubicon Project (RUBI -1.5%) has implemented the unified ID solution from The Trade Desk (TTD +0.2%) for its digital ad exchange.
- That will let all parties across the supply chain use the Trade Desk cookie footprint to increase their own cookie coverage on the Internet, improving match rates and identity resolution.
- And that means more relevant advertising, the companies say.
- "All players that participate in the digital buying and selling ecosystem benefit from reading from the same playbook," says Rubicon Proejct's Garrett McGrath. "The Trade Desk’s unified ID solution is a well-known and trusted solution, making it a natural fit for us as we continue to enhance our platform."