Best Identity Resolution & First-Party ID Solutions for Publishers
The Trade Desk alternatives
6 tools scored in the same category. 6 score higher than The Trade Desk's 3.2/5.
Ranked by independent composite score, not by payment. Nobody on this page paid to be here.
Before you switch — what The Trade Desk does well
- Largest independent DSP demand pool
- UID2.0 free and open-source
- Strong Prebid/SSP signal distribution
And where it was marked down
- Primarily a buy-side platform — publisher value is indirect
- UID2.0 adoption depends on email-authenticated user base
AI ad platform with first-party data and Big Data Analytics
Scores 0.7 higher than The Trade Desk
Industry-standard authenticated identity graph
Scores 0.3 higher than The Trade Desk
The Trade Desk's open email-based identifier
Scores 0.1 higher than The Trade Desk
Common questions
What is the best alternative to The Trade Desk?
On Benchmark Grid's independent scoring, Ezoic is the highest-scoring alternative in Best Identity Resolution & First-Party ID Solutions for Publishers at 3.9/5, against The Trade Desk at 3.2/5. Which is right for you depends on your publication's size, revenue model and vertical.
Why would a publisher move away from The Trade Desk?
Our editors flagged: Primarily a buy-side platform — publisher value is indirect; UID2.0 adoption depends on email-authenticated user base. Whether those matter depends on your setup — many publishers run The Trade Desk successfully despite them.
Are these alternatives ranked by paid placement?
No. Every tool here is ranked by a composite score set by SODP's editorial team across 12 criteria. Vendors cannot pay for inclusion, for a score, or for a position on this page.
