---
title: BidSwitch Adopts The Trade Desk’s Unified ID Solution - BidSwitch
description: Integration allows for ID to be passed on to other DSPs BidSwitch, a provider of intelligent infrastructure for the global programmatic ecosystem, has adopted The Trade […]
---
[](https://www.bidswitch.com/)
- [HOME](https://www.bidswitch.com/)
- [ABOUT US](https://www.bidswitch.com/about-us/)
- [OUR TECHNOLOGY](https://www.bidswitch.com/technology/)
- [SOLUTIONS](https://www.bidswitch.com/solutions/)
- [FOR AGENCIES](https://www.bidswitch.com/solutions/agencies/)
- [FOR DSPs](https://www.bidswitch.com/solutions/dsps/)
- [FOR SSPs](https://www.bidswitch.com/solutions/ssps/)
- [FOR PUBLISHERS](https://www.bidswitch.com/solutions/publishers/)
- [LITESWITCH](https://www.bidswitch.com/liteswitch/)
- [RESOURCES](https://blog.bidswitch.com)
- [BLOG](https://blog.bidswitch.com)
- [BUYERS' GUIDES](https://blog.bidswitch.com/#guides)
- [RESEARCH](https://blog.bidswitch.com/#research)
- [CASE STUDIES](https://blog.bidswitch.com/#case-studies)
- [CONTACT US](https://www.bidswitch.com/contact-us/)
- [LOGIN](https://my.bidswitch.com/)
# BidSwitch Adopts The Trade Desk’s Unified ID Solution
October 7, 2019
***Integration allows for ID to be passed on to other DSPs***
[BidSwitch](https://bidswitch.com/), a provider of intelligent infrastructure for the global programmatic ecosystem, has adopted The Trade Desk’s unified ID solution. This integration aims to improve user match rates across the digital advertising ecosystem.
As part of the integration, supply-side platforms (SSPs) that use BidSwitch can pass on the ID to all of the demand-side platforms (DSPs) who also use BidSwitch. BidSwitch’s unified ID integration enables SSPs using BidSwitch to improve cookie coverage without the need for a direct integration with The Trade Desk.
Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s cookie footprint to increase their own cookie coverage across the global independent internet. In addition, the unified ID solution allows for stronger match rates across all parties involved.
“BidSwitch has always been committed to supporting identity solutions as the industry evolves,” said [Barry Adams](https://www.linkedin.com/in/barry-adams/), BidSwitch GM. “The Trade Desk’s unified ID represents a solution with significant traction and proven results in increasing match rates between partners. We’re excited to join the group of partners supporting the ID.”
“BidSwitch is helping to push forward the idea of identity and improved advertising outcomes,” said [Tim Sims](https://www.linkedin.com/in/tim-sims-9b07204/), SVP of Inventory Partnerships, The Trade Desk. “By enabling our unified ID solution to be passed on to even more partners within the supply chain, BidSwitch is vastly adding to the reach and distribution across the industry. Our goal with the unified ID solution is improve match rates, solve for latency and make the bidstream more efficient across the cookie universe.”
View the original article at [MarTech Series](https://martechseries.com/technology/bidswitch-adopts-trade-desks-unified-id-solution/)
### Recent posts
[Curation counts: A guide for programmatic players](https://blog.bidswitch.com/curation-counts-a-guide-for-programmatic-players)
June 19, 2026
[Most publishers (still) aren’t blocking AI crawlers](https://blog.bidswitch.com/most-publishers-still-arent-blocking-ai-crawlers)
May 29, 2026
[Hopping mad: Too many supply chain hops spell trouble for programmatic performance](https://blog.bidswitch.com/hopping-mad-too-many-supply-chain-hops-spell-trouble-for-programmatic-performance)
April 08, 2026
[Bidstream bloat: The what, why, and the way out](https://blog.bidswitch.com/bidstream-bloat-the-what-why-and-the-way-out)
February 05, 2026
[CTV standards: SSPs can’t afford to ignore app-ads.txt and OpenRTB 2.6](https://blog.bidswitch.com/ctv-standards-ssps-cant-afford-to-ignore-app-ads.txt-and-openrtb-2.6)
January 09, 2026
- [Careers](https://www.bidswitch.com/careers/)
- [Policies and Legal](https://www.iponweb.com/policies-legal/bidswitch-privacy-policy/?__hstc=213410059.b6cfe941bdb45b279ef8669d1c8b9e5e.1642145667930.1642145667930.1642148269848.2&__hssc=213410059.3.1642148269848&__hsfp=3651485065)
- [Downloads](https://www.bidswitch.com/downloads/)
© 2026 IPONWEB Holding Limited, All Rights Reserved.
```json
{
"@context" : "https://schema.org",
"@type" : "BlogPosting",
"author" : {
"@type" : "Person",
"name" : "Admin",
"url" : "https://blog.bidswitch.com/author/admin"
},
"dateModified" : "2023-04-04T10:05:59.682Z",
"datePublished" : "2019-10-07T04:00:00.000Z",
"headline" : "BidSwitch Adopts The Trade Desk’s Unified ID Solution - BidSwitch",
"mainEntityOfPage" : {
"@id" : "https://blog.bidswitch.com/bidswitch-adopts-the-trade-desks-unified-id-solution",
"@type" : "WebPage"
},
"publisher" : {
"@type" : "Organization",
"logo" : {
"@type" : "ImageObject",
"url" : "https://blog.bidswitch.com/hubfs/BidSwitch_Black_WhiteBackground-01.png"
},
"name" : "BidSwitch GmbH"
}
}
```