AppLovin Partners with The Trade Desk

AppLovin, a marketing software company, is partnering with advertising technology provider The Trade Desk, bringing agencies and advertisers access to AppLovin Exchange as a supply source to The Trade Desk's platform.

With this partnership, AppLovin also will help enable Unified ID 2.0 signals for participating mobile publishers. Integrating ALX with The Trade Desk enhances targeting capabilities for advertisers across 140,000 mobile apps on more than 1.8 billion mobile devices globally.

"With the majority of programmatic bid requests taking place on mobile today, agencies and advertisers have a massive opportunity to tap into this growing market and reach their audiences on mobile," said Meagan Martino, head of demand for EMEA and Americas at AppLovin, in a statement. "Bringing ALX to The Trade Desk's buyers and supporting the work going into Unified ID 2.0 is a natural next step toward our goal at AppLovin to operate the most robust in-app advertising platform in the market."

The Trade Desk's access to ALX will give agencies and advertisers direct access to all app publisher advertising inventoryand allow them to target and buy this supply by adding ALX to campaigns within The Trade Desk.

"AppLovin represents some of mobile gaming's most valuable inventory, making them an exciting new partner for our clients," said Michelle Hulst, chief data officer of The Trade Desk, in a statement. "Our clients will be able to buy AppLovin's inventory through Unified ID 2.0, leveraging their first-party data to maximize their advertising campaigns. We welcome AppLovin to the growing stable of partners who see the benefits that Unified ID 2.0 brings to the media ecosystem."

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