WaardeX has now adopted a Unified ID solution, provided by The Trade Desk, into its supply stack. What the fuss is all about?
What is a Unified ID? Why is it Important?
When a web user launches a web page for the first time ever, supply-side platforms (SSP), demand-side platforms (DSP), and data management platforms (DMP) must all be synced up to identify this user as a targeting candidate.
In that way, the most optimal, interesting for that person ads can be displayed. There is, however, a huge issue with the described targeting method. There is no single standard for recognizing new users.
There hasn’t been one, to be exact, until the Unified ID by The Trade Desk was introduced – a standardized web identifier. Working by the principles of cookie files, it allows boosting the speed of page loading, lowering promotional expenses, and increasing the efficiency of targeting parameter matches.
This particular technology is now integrated with WaardeX solutions, making the products the company offers better in performance and cheaper in implementation.
How it Differs From Cookies?
Unified ID acts as a cookie file as it is. In such a way, you can use a single targeting identifier that will work on all pages. No need to bother with numerous codes and digits.
On top of that, the employment of Unified ID in business operation adds some transparency rates in complying with the GDPR policies.
Lastly, Unified ID boosts the speed of page loading by disabling the need for hundreds of cookies to synch with various identifiers and get sent one by one to different resources. It’s enough for DSP to receive one Unified ID cookie per resource.
WaardeX has adopted Unified ID by The Trade Desk to improve the ultimate efficiency of user syncing. In such a way, the company managed to increase the preciseness of user matches, making a great benefit for all actors.