Advertisers react to The Trade Desk's privacy-friendly ID - Business Insider

Ad-tech giant The Trade Desk has been pitching a free product that helps marketers store consumers' privacy and targeting preferences across devices.

At the same time, ad-tech companies are looking to cut the huge costs of syncing billions of audience profiles in real-time each time an ad is loaded on a website. Problems with cookie syncing causes ads to load slowly on websites and affects the accuracy of targeting. One of the biggest ad-tech firms, The Trade Desk, has spent the past year pitching advertisers, publishers and ad-tech companies on a free product called Unified ID that stores consumers' targeting and privacy preferences across devices.

The Trade Desk's size has given it the ability to push marketers to use its own platform. Agencies and ad-tech companies wonder if any one ID can cover enough consumers to pull off big targeting tactics that advertisers need, though.

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