Programmatic ad buying platform The Trade Desk announced today that it has bought the assets of Adbrain, the cross-device customer ID mapping technology company who claim to have mapped 90 percent of the adult internet population in the US. The terms of the deal have not been disclosed, though it is not expected to have an impact on quarterly financial results according to a statement.
Adbrain’s technology has been integrated with The Trade Desk since October 2015, but with the purchase of Adbrain’s assets The Trade Desk plans to build a new “proprietary device graph”, says CEO and co-founder Jeff Green. “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,” said Green in the press release.
The news comes after a busy year during which The Trade Desk has been acquiring a number of data sets through partnerships with a range of companies, including PCH last month, strengthening its ability to target audiences across platforms. The company says it will continue to offer device graphs in its platform, and to support custom device graphs developed by agency and marketer clients.
