Prebid.org today (23rd May 2019) announced that they have incorporated The Trade Desk’s unified ID solution into their open-source toolkit as an optional module any publisher can activate at their discretion. Prebid.org is an industry-wide initiative supported by a diverse group of exchanges, publishers and third-party developers dedicated to creating standardised 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 consumers.

Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilise 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 program.

"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 standardise the cookie matching process and share cookie identity as a common, community tool,” said Alexandra Smith, Chair of Prebid.org. “By implementing these standards, we enhance the user experience and bring together the open internet."

"We applaud Prebid.org 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."