Adbrain

Adbrain was an emerging specialist in cross-device identity and device graph technology before being absorbed into The Trade Desk's platform in 2017.

Adbrain was a London-based advertising technology company that specialized in cross-device identity resolution and user tracking. The company developed probabilistic and deterministic matching technologies to help advertisers, publishers, and platforms understand user behavior across smartphones, tablets, desktops, and other connected devices. This capability enabled more accurate attribution, frequency capping, and personalized advertising across the fragmented digital landscape. Founded in 2013, Adbrain quickly established itself as a key player in the identity resolution space during a period when cross-device tracking became critical for digital advertising effectiveness. The company built a substantial device graph by analyzing billions of data points to create connections between devices used by the same individual. In October 2017, The Trade Desk acquired Adbrain's assets to build out a proprietary, independent device graph — combining Adbrain's technology with login data as an alternative to walled garden identity solutions. The Adbrain brand was retired following the acquisition, and its team and technology were integrated into The Trade Desk's engineering and data infrastructure. The acquisition reflected The Trade Desk's strategy to own identity-resolution capabilities in-house as third-party cookies faced growing restrictions.