ID5 and The Trade Desk (Nasdaq: TTD) today (19th June) announced a partnership that aims to improve advertising for marketers and media owners in cookieless environments. The goal of the collaboration is to enhance advertisers’ ability to reach specific audiences at scale and improve inventory monetisation for publishers.
ID5’s identity graph will be integrated with The Trade Desk’s coalition of industry leading identity graph solutions, under the umbrella of Identity Alliance. This allows advertisers on The Trade Desk’s platform to leverage ID5’s cookieless ID, which is available across one of the largest publisher footprints in Europe.
ID5 is also supporting the open-source identity solution European Unified ID (EUID), initiated by The Trade Desk. Publishers integrated with ID5 can more easily participate in EUID for their consented email traffic to help increase addressability and maintain audience targeting without cookies.
“In today’s rapidly evolving identity environment, the future of addressability relies on collaboration to preserve the value exchange of the open internet,” said Samantha Jacobson, chief strategy officer, EVP, The Trade Desk. “This partnership marks an important step in driving a more unified approach to identity with solutions such as EUID and ID5 ID that reflect the contemporary digital marketplace.”
ID5 and The Trade Desk have been championing addressability even before the deprecation of third-party cookies was first announced. The combined value of ID5 ID and EUID aims to improve addressability and activation on both traditional web and emerging channels.
“We’re thrilled to partner with The Trade Desk to improve cookieless addressability and measurement across the advertising industry. We are committed to working with innovative partners like The Trade Desk to implement market-leading technologies that support marketers and publishers in the open web,” said Mathieu Roche, CEO and co-founder of ID5. “Clients are aware of the missed opportunity related to third-party cookies and MAIDs deprecation, and have become more demanding of their partners. They want solutions that enable them to seamlessly reach audiences, activate data and measure performance while respecting data protection standards. This is exactly what this partnership aims to enable.”