Major partners including FreeWheel, Magnite, Microsoft Monetize and PubMatic are adopting European Unified ID to optimize advertising effectiveness. Supply Side Platform (SSP) and Google Ad Manager have joined a growing list of European brands, publishers and business partners pioneering a new approach to digital identity.
Key partners, such as Criteo Commerce Grid, Equativ, FreeWheel, Google Ad Manager, Hubvisor, Improve Digital (Azerion), Index Exchange, Magnite, Microsoft Monetize, PubMatic, Stroer, TripleLift and Yieldlab (Virtual Minds) – as well as Google Ad Manager now enable‘European Unified ID (EUID)a solution
open-source identity developed by The Trade Desk. This support for EUID results from a series of collaborative initiatives aimed at building partnerships around advanced solutions, enabling advertisers and publishers to better target their audiences in premium environments on the open internet.
EUID is an open, transparent and interoperable identification solution based on the use of hashed email addresses and encrypted identifiers in the auction flow to deliver a new identity framework.
Refined advertising targeting
Designed to be easy to use for editors, chis technology incorporates privacy controls, allowing consumers to easily manage the collection and use of their data. “It is essential that publishers, agencies and brands test and implement solutions as the ad targeting landscape evolves. Building a strong strategy with first-party data solutions for publishers, advanced contextual capabilities, partnerships with leading identity providers, and adopting new solutions like EUID will enable advertisers to reach their targets through an increasingly fragmented network of terminals and channels.” underlines Cadi Jones, SVP Europe, IndexExchange.
Major players have deployed technical support to route the EUID into the auction flowwhich allows DSP platforms to integrate identity information into their bidding decisions. Google Ad Manager allows publishers to choose to transmit the EUID through its Secure Signals feature. “Programmatic advertising is such an important revenue stream for many publishers that a new identity model beyond third-party cookies is essential to maintaining a free and open Internet.”says Sven Hagemeier, general manager, inventory development EMEA, The Trade Desk. “Working with supply leaders in Europe will pave the way for participating publishers to seamlessly implement a privacy-friendly identity solution that can ultimately help them better monetize their content. At its core, EUID represents an open-source, interoperable and collaborative initiative that focuses on creating a better industry standard for the benefit of consumers, advertisers and publishers.”
Source: www.e-marketing.fr
