Eyeota today announced its enablement of European Unified ID (EUID), the open-source identity solution for the European market, pioneered by The Trade Desk. The adoption is initially available in the UK, Germany and Sweden, with further roll out to other additional EU markets in due course. The integration builds on the adoption of Unified ID 2.0 (UID2), a new approach to identity that helps preserve the value of relevant advertising across digital channels, while respecting user privacy.
EUID is The Trade Desk’s European counterpart to Unified ID 2.0 (UID2) based on authenticated data. The identity solution is open-sourced and interoperable with other authenticated identity solutions across the advertising ecosystem. This interoperability enables advertisers to build holistic advertising campaigns that reach consumers across the fastest-growing digital channels on the open internet, where third-party cookies are not present such as connected TV, mobile apps, and audio streaming.
“Eyeota is committed to helping brands and advertisers reach the right audiences with high-quality, privacy-first data solutions,” said Amber Phillips, Senior Manager, Global Strategic Partnerships, at Eyeota, a Dun & Bradstreet company. “Our EUID integration represents an important step forward in strengthening cookieless activation against Eyeota’s and our branded partner data sets.”
“The integration of EUID with Eyeota’s quality, scalable data supports advertisers in activating their first-party data with greater precision across the premium open internet,” said Paula Bacariza Perez, GM of Data Partnerships EMEA, The Trade Desk. “Open identifiers are essential to connecting audiences across different channels and through this integration, advertisers can reach their audiences in a privacy-conscious way across the open internet.”
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