The Trade Desk acquires Adbrain

Programmatic platform The Trade Desk has confirmed the acquisition of Adbrain’s assets this week – a company whose technology maps customer IDs across different devices.

The Trade Desk said the deal will strengthen its ability to help advertisers target consumers by unifying the customer view over different devices.

“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.”

The financial terms of the transaction were not disclosed and The Trade Desk said it is not expected to have an impact on quarterly financial results.