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MEDIAMATH SUPPORTS UNIFIED ID 2.0

August 23, 2022 in Press Release

MediaMath continues to deliver on its open, agnostic approach to give
advertisers their choice of identity solution

New York 08/23/22 – MediaMath, a leading independent demand-side platform, has
announced that they have added support for Unified ID 2.0, a collaborative and
open-source framework for cookieless media. Pioneered by The Trade Desk, Unified
ID 2.0 is a leading industry-wide approach to internet identity that has been
designed from the consumer’s perspective, with an eye towards upgrading privacy
and control for consumers, while preserving the value of relevant advertising.
The identity framework has gained rapid adoption across the advertising
ecosystem, among publishers, media buyers, and technology providers.

MediaMath’s open approach to identity means advertisers using the MediaMath
platform can choose the identity solution that works best for their business,
region, and audience. In addition to Unified ID 2.0, advertisers can also
transact on identity solutions from other providers, including ID5, LiveIntent,
LiveRamp, Lotame, Parrable and other partners.

“As the industry continues to innovate and work towards an alternative to the
deprecation of third-party cookies, we believe it is vital that we partner with
our peers and clients to enable their choice of scalable, privacy-conscious
identity solutions,” said Sylvain Le Borgne, Chief Partnerships Officer and Head
of Data & Analytics at MediaMath. “As part of that commitment to ‘Bring your ID
to the MediaMath platform,’ Unified ID 2.0 can help advertisers enhance
targeting and frequency capping in a way that benefits the entire advertising
ecosystem. Our identity-agnostic approach is vital to our partners and enables
us to support their needs within an ever-evolving digital advertising
landscape.”

“We welcome MediaMath to the Unified ID 2.0 initiative as they take a step
forward on the future of the open internet,” said Jay Goebel, GM, Data
Partnerships, The Trade Desk. “Together, we are all working to create a better,
more privacy-conscious internet across devices and platforms. It’s exciting to
see continued adoption as the ID scales and grows further.”

About MediaMath

MediaMath is the leading technology pioneer on a mission to make advertising
better. We deliver outstanding results through powerful ad tech, partnership and
a curiosity for what’s next. We help more than 3,500 advertisers solve complex
marketing problems so they can deepen their customer relationships across
screens and around the world. 

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 thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.

 

Media Contact: Lauren Bigland, lbigland@mediamath.com.


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