The Trade Desk, Inc. (Nasdaq:TTD), a global technology platform for buyers of advertising, today announced that it has acquired the assets of Adbrain Ltd., a provider of intelligent identity resolution technology to create advanced customer ID maps. Financial terms of the transaction were not disclosed and it is not expected to have a material impact on quarterly financial results.
The transaction further demonstrates The Trade Desk’s commitment to help advertisers target consumers across all devices through a single, independent buy-side platform. Digital consumers own on average 3.64 devices (GlobalWebIndex), which makes it difficult for marketers to have a unified view of the customer in targeting and reporting.
During the past year, The Trade Desk has partnered with a wide range of companies to license deterministic cross-device data sets. Adbrain’s technology combined with those data sets give The Trade Desk a proprietary deterministic device graph to match a user’s identity across different devices. As The Trade Desk buys media across every screen, connecting a user’s identity across different devices drives the best results for marketers, and the best possible ad experience for the consumer.
Adbrain has been integrated within The Trade Desk’s platform and cross-device marketplace since October 2015. In accordance with its open marketplace approach, The Trade Desk will continue to offer industry-leading device graphs in the platform, along with supporting custom device graphs developed by agency and marketer clients.
“We are thrilled to add Adbrain’s innovative technology and expertise to our company,” said Jeff Green, CEO and co-founder of The Trade Desk. “With this acquisition we will develop a proprietary device graph that combines Adbrain’s technology with login data, giving advertisers and brands on The Trade Desk platform an independent alternative to walled gardens.”
About The Trade Desk, Inc.
The Trade Desk (Nasdaq:TTD) 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 the United States, Europe, and Asia. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.
Adbrain is a global leader in resolving customer identity for marketers and their partners across people, places and devices. Adbrain’s advanced customer ID mapping solutions are used to increase sales and ROI on marketing activity by enabling true identity led targeting and measurement. Named one of the hottest 50 AI startups Adbrain has mapped 90% of the adult internet population in the US with over 400 advertisers benefiting from having customer identity resolved.