MediaMath, the global ad tech platform, announced support for Unified ID 2.0, the identity solution developed by The Trade Desk and handed over to the nonprofit Prebid.org as a collaboration and open source tool. Unified ID 2.0 is one of the leading alternative identifiers in ad tech and is widely adopted by advertisers and publishers.
Unified ID 2.0 joins LiveRamp, Lotame, ID5, LiveIntent and others available for MediaMath users.
Come together? Trade Desk and MediaMath compete as DSPs, so while Trade Desk technically relinquishes control of Unified ID 2.0, it is surprising that MediaMath offers it as one of the identity solutions to advertisers one.
MediaMath’s strategy is to develop a marketplace for identifiers, not its own.
Why do we care. One of the leading DSPs is hosting solutions developed by its competitors. Furthermore, such moves tend to lead to the belief that even the fiercest competitors have recognized the mutual benefits of producing cookie-free ads; maintaining the ability to target audiences in a way that respects privacy; and supporting an open Internet rather than allowing Walled Gardens, with tons of first-party data, became the only game in town.
“We welcome MediaMath to the Unified ID 2.0 initiative as they take a step forward in the future of the open Internet,” Jay Goebel, general manager of data partnerships at The Trade Desk, said in a press release Say.
Get MarTech! Daily. free. in your inbox.
About the author
Kim Davis is MarTech Editorial Director. Born in London but based in New York for more than two decades, Kim started dabbling in enterprise software a decade ago. His experience includes enterprise SaaS, digital advertising data-driven urban planning and the application of SaaS, digital technology and data in marketing. He first wrote about marketing technology as an editor at Haymarket’s The Hub, a dedicated marketing technology site, and later became a channel for established direct selling brand DMN. Kim joined DMN in 2016 as a senior editor, became executive editor, and then served as editor-in-chief until January 2020. Prior to his career in tech journalism, Kim was an associate editor for the New York Times hyperlocal news site, Local: East Village, and previously worked as an editor for academic publications and as a music reporter. He has written hundreds of New York restaurant reviews for his personal blog and is an occasional guest contributor to Eater.
