NEW YORK & LOS ANGELES--(BUSINESS WIRE)--Dec. 17, 2018--
Global advertising marketplace, Index Exchange, is the first supply-side
platform (SSP) to share the compelling results from its integration with
The Trade Desk’s unified ID solution. The Trade Desk (Nasdaq:TTD) is
offering its extensive, global cookie footprint at no cost to the
digital advertising industry at large. The partnership between these two
independent leaders in programmatic advertising allows marketers and
publishers to improve effectiveness by increasing addressable audience
reach.
Since adopting the unified ID solution, Index Exchange’s marketplace has
seen significant lift in user coverage, or match rates. Index Exchange
has seen match rates reach 99 percent, resulting in better audience
reach for advertisers and more yield for publishers.
“We are committed to developing new approaches that deliver meaningful
results for publishers, buyers, and consumers. We’re excited to partner
with The Trade Desk on unified ID, as it raises the entire ad tech
industry to a higher standard by improving the efficiency of
cookie-based user syncing across the internet,” said Andrew Casale,
President and CEO, Index Exchange. “Providing their global cookie
footprint at no cost benefits our entire ecosystem, allowing for greater
audience addressability as well as faster web pages.”
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 enormous cookie footprint to increase their own cookie coverage
across the independent internet. Additionally, companies have also
signed up to receive the unified ID solution from the Index Exchange
Header Tag Wrapper. These companies, many of which are seeing
significant match rate lift, can ingest the ID into their marketplaces
and distribute it to partners, including DSPs.
“The fact that Index Exchange has already seen higher match rates from
their implementation of the unified ID solution validates our decision
to offer our cookie footprint at no cost,” added Jeff Green, CEO and
Founder of The Trade Desk. “We’re excited to see similar results as
adoption builds and the solution gains momentum, strengthening the
industry at large.”
The unified ID solution is one of a handful of identity solutions that
allows industry players to speak the same language when it comes to
cookie IDs. As others in the industry adopt universal cookie IDs, the
efficiency and effectiveness of digital advertising will continue to
improve. Both Index Exchange and The Trade Desk are also working closely
with other ID solutions like the Advertising ID Consortium to continue
to improve the digital advertising ecosystem.
About Index Exchange
Index Exchange is a global advertising marketplace where premium digital
media companies sell their ad impressions openly and in real-time. Built
on the pillars of neutrality, clarity, and the most reliable technology,
Index is the ad exchange that media companies trust. With no other
business interests to divide its attention, Index’s sole focus remains
connecting media companies with premium demand at massive scale. Visit
Index Exchange at www.indexexchange.com
or @indexexchange.
About The Trade Desk, Inc.
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 more expressive data-driven
digital advertising campaigns across ad formats, including display,
video, audio, native, and social, on a multitude of devices, such as
computers, mobile devices, and connected TV. 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 thetradedesk.com or
follow us on Facebook, Twitter,
and LinkedIn.
View source version on businesswire.com: https://www.businesswire.com/news/home/20181217005195/en/
Source: The Trade Desk
Alexandra Hewitt
Communications Manager
Alexandra.hewitt@indexexchange.com
425.753.0949
Patrick Wentling
Communications and PR Manager
Patrick.wentling@thetradedesk.com
610.716.2309