Press release Incorporates The Trade Desk’s Unified ID Solution into Header Bidding Wrapper

Sponsored by Businesswire today announced they’ve incorporated The Trade Desk’s unified
ID solution into their open-source toolkit as an optional module any
publisher can activate at their discretion. is an
industry-wide initiative supported by a diverse group of exchanges,
publishers and third-party developers dedicated to creating standardized
solutions for programmatic advertising. The unified
ID solution
allows for increased coverage, more relevant advertising
and faster load times, which benefit all parties from advertisers to

Adoption of the free unified ID solution allows all parties across the
supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade
Desk’s cookie footprint to increase their own cookie coverage across the
global independent internet. Any current user of the Prebid platform can
update their code and begin to receive the unified ID solution in their

“ID matching is a critical component of the buying and selling
ecosystem. The entire industry benefits by speaking the same cookie
identity language. The Trade Desk’s unified ID solution is one way for
publishers to standardize the cookie matching process and share cookie
identity as a common, community tool,” said Alexandra Smith, Chair of “By implementing these standards, we enhance the user
experience and bring together the open internet.”

“We applaud for adopting the unified ID solution into their
header bidder solution,” said Tim Sims, SVP of Inventory Partnerships,
The Trade Desk. “Header bidding represents nearly 80% of the publishing
industry, with Prebid representing thousands of publishers. The
widespread integration of the unified ID solution validates our
collective mission to improve the effectiveness of digital advertising.”

For current Prebid users, please visit the unified
ID solution


Formed in September of 2017, is an independent organization
designed to ensure and promote fair, transparent, and efficient header
bidding across the industry. Funded by dues-paying members, it manages
the open source projects Prebid.js, Prebid Mobile, Prebid Server, Prebid
Video, Prebid Native, and others. is open to all companies
who are part of the programmatic ecosystem, from ad tech vendors to
publishers and others. We believe strongly that by working together, we
can do some great things in the industry.

About The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of
advertising. Through its self-service, cloud-based platform, ad buyers
can create, manage, and optimize digital advertising campaigns across ad
formats and devices. Integrations with major data, inventory, and
publisher partners ensure maximum reach and decisioning capabilities,
and enterprise APIs enable custom development on top of the platform.
Headquartered in Ventura, CA, The Trade Desk has offices across North
America, Europe, and Asia Pacific. To learn more, visit or
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and YouTube.