Tealium jumps into bed with Trade Desk for adtech boost

Global customer data platform Tealium has struck a new deal with adtech provider The Trade Desk to offer clients a “seamless integration” with an open-source identity solution for the European market that, it is claimed, helps preserve the value of relevant advertising across digital channels, while respecting user privacy.

Under the deal, Tealium’s AudienceStream will connect with The Trade Desk’s EUID platform to help advertisers generate more precision in their campaigns by activating first-party data at scale and across the open Internet without relying on third-party cookies.

It is claimed that EUID, which is a “pseudonymous identifier created from a hashed and salted email address”, can help enable advertisers drive personalisation and customer experience initiatives, so they can build meaningful brand awareness and loyalty with effective campaign measurement.

Trade Desk senior European director of identity Stu Colman said: “Advertisers are sitting on a wealth of first-party data that is housed by their customer data platform partners. Tealium is one of the first platforms to directly integrate with EUID, and through this integration, our joint customers can become more data-driven with greater precision across all digital advertising campaigns.

“What’s more, this move helps advertisers test alternative approaches to identity at a global level, such as EUID and Unified ID 2.0, as a new identity fabric of the Internet takes shape.”

Tealium’s CDP collects, enriches, and filters customer data in real-time and across the entire customer journey for a more holistic view. With EUID, participating advertiser customers can then activate data within The Trade Desk to enrich identity and address relevant audiences across all media channels – from mobile and web, to connected TV, and live streaming – for more precision and better measurement.

Tealium global vice president of partnerships Matthew Gray added: “As we advance into a new era of digital advertising, our integration with EUID is a pivotal step towards empowering global enterprises with privacy-conscious customer experiences.

“Integrating EUID with Tealium’s AudienceStream helps enhance our ability to deliver robust identity solutions that respect consumer data, while providing our clients with the tools they need to drive meaningful engagement and loyalty across all touchpoints. This partnership exemplifies our dedication to innovation and excellence in customer data management.”