MediaMath, the planetary adtech platform, has announced that it is supporting Unified ID 2.0, the individuality solution developed by The Trade Desk and handed disconnected to the non-profit Prebid.org arsenic a collaborative and unfastened root tool. Unified ID 2.0 is 1 of the starring alternate identifiers successful the adtech abstraction and has been wide adopted by advertisers and publishers.
Unified ID 2.0 joins LiveRamp, Lotame, ID5, LiveIntent and different individuality frameworks disposable to MediaMath users.
Coming together? The Trade Desk and MediaMath vie arsenic DSPs, truthful though Trade Desk has technically relinquished power of Unified ID 2.0, it’s striking to spot MediaMath clasp it arsenic 1 of the individuality solutions it offers to advertisers.
MediaMath’s strategy has been to make a marketplace of identifiers alternatively than make its own.
Why we care. One of the starring DSPs is offering hospitality to a solution developed by 1 of its competitors. In addition, a determination similar this tends to lend credence that adjacent the fiercest competitors person recognized a shared involvement successful making cookieless advertizing work; successful maintaining the quality to people audiences successful a privacy-respecting way; and successful supporting an unfastened internet alternatively than fto the walled gardens, with their heavy wells of first-party data, go the lone games successful town.
“We invited MediaMath to the Unified ID 2.0 inaugural arsenic they instrumentality a measurement guardant connected the aboriginal of the unfastened internet,” said Jay Goebel, GM, Data Partnerships, The Trade Desk, successful a release.
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About The Author
Kim Davis is the Editorial Director of MarTech. Born successful London, but a New Yorker for implicit 2 decades, Kim started covering endeavor bundle 10 years ago. His acquisition encompasses SaaS for the enterprise, digital- advertisement data-driven municipality planning, and applications of SaaS, integer technology, and information successful the selling space. He archetypal wrote astir selling exertion arsenic exertion of Haymarket’s The Hub, a dedicated selling tech website, which subsequently became a transmission connected the established nonstop selling marque DMN. Kim joined DMN due successful 2016, arsenic a elder editor, becoming Executive Editor, past Editor-in-Chief a presumption helium held until January 2020. Prior to moving successful tech journalism, Kim was Associate Editor astatine a New York Times hyper-local quality site, The Local: East Village, and has antecedently worked arsenic an exertion of an world publication, and arsenic a euphony journalist. He has written hundreds of New York edifice reviews for a idiosyncratic blog, and has been an occasional impermanent contributor to Eater.
