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

New York 08/23/22MediaMath, 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 or follow us on FacebookTwitterLinkedIn and YouTube.


Media Contact: Lauren Bigland,