SAN FRANCISCO, July 2, 2024 /PRNewswire/ -- Hightouch, the
leading Composable Customer Data Platform (CDP), enables European
Unified ID (EUID) to help participating advertisers reach audiences
in a privacy-conscious way across the open web.
EUID is an industry-wide identity solution pioneered by The
Trade Desk, that turns email addresses into a pseudonymous
identifier through sophisticated hashing and salting methods. These
allow advertisers to recognize users for targeting, frequency
management, and campaign measurement while providing transparency
and data control to the individual user. The open-source EUID works
in the browser environment, providing a reliable alternative to the
third-party cookie. It also works across other digital mediums
including connected TV, digital audio, and mobile apps.
Hightouch's integration works by syncing audience segments
directly from the brand, publisher, or media network's cloud data
warehouse to The Trade Desk. When participating Hightouch customers
create audience segments for digital campaigns, they can activate
EUIDs directly within The Trade Desk platform for targeting,
frequency management, and measurement. Benefits of Hightouch's
integration between the data warehouse and The Trade Desk
include:
- Universal opt-outs: Clients can apply field-level
governance filters to prevent opted-out IDs from being shared with
The Trade Desk.
- Regional Data Processing: In-transit data is processed
using the appropriate regional data center, preventing the movement
of data across borders and ensuring regional compliance.
- Enhanced Addressability: Once data is transferred,
advertisers can activate EUID to reach larger addressable audiences
across Europe in a
privacy-conscious way.
Stu Colman, Senior European
Director of Identity at The Trade Desk, comments: "The increasing
fragmentation in media consumption coupled with the pending
deprecation of third-party cookies has pushed advertisers to view
identity more holistically across all digital channels, including
the web, mobile apps, connected TV and digital audio. Industry-wide
identity currencies like EUID provide a significant and overdue
upgrade to identity, thereby delivering more precision in
targeting, frequency management, and measurement. Hightouch
provides its clients with a simple and direct way to activate this
new currency so they can benefit from the increased efficiency of
their digital advertising on the open internet."
About Hightouch
Hightouch is the leading Composable
CDP that empowers companies to activate their data warehouse to
power personalized marketing and business operations. Trusted by
leading organizations like PetSmart, Warner Music Group, Calendly,
Spotify, and GameStop, Hightouch enables anyone to deliver
personalized customer experiences, optimize performance marketing,
and move faster by leveraging data across their organization.
https://hightouch.com/
About The Trade Desk
The Trade Desk™ is a technology
company that empowers buyers of advertising. Through its
self-service, cloud-based platform, ad buyers can create, manage,
and optimize digital advertising campaigns across ad formats and
devices. Integrations with major data, inventory, and publisher
partners ensure maximum reach and decisioning capabilities, and
enterprise APIs enable custom development on top of the platform.
Headquartered in Ventura, CA, The
Trade Desk has offices across North
America, Europe, and
Asia Pacific. To learn more,
visit thetradedesk.com or follow us
on Facebook, Twitter, LinkedIn and YouTube.
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