Marketing firms Epsilon from Publicis Groupe and The Trade Desk sign deal for cookie-less audience targeting strategy
In a significant move for the online ad targeting industry, Publicis Groupe's identity-resolution offering Epsilon has partnered with advertising technology company The Trade Desk. This partnership is a strategic response to the sunsetting of third-party cookies by major web browsers, a change that is set to significantly impact the industry.
Arthur Sadoun, the responsible person at Publicis Groupe, initiated the partnership with The Trade Desk for interoperable user ID products. The partnership expansion allows Publicis clients to leverage Epsilon's Core ID within The Trade Desk's platform.
Epsilon's Core ID is constructed using transaction data, login details, and anonymized "person-based" data like names and addresses. This product will be accessible across display, video, social, connected TV, native, and audio platforms, broadening its reach and potential impact.
The Core ID product's integration with The Trade Desk's platform signifies a broader reach for Epsilon's offerings. The Trade Desk has been designated as the exclusive demand-side partner for Epsilon's Core ID, further strengthening the partnership.
The partnership is designed to enable the interoperability of user-ID products, a crucial step towards adapting to the changes in online ad targeting practices. The partnership aims to make their respective user-ID products interoperable, a move that is expected to benefit both parties and the industry as a whole.
This partnership is one of the most significant in the online ad targeting industry, marking a new era in the way online ads are targeted and delivered. As the industry continues to evolve, partnerships like this one are likely to become more common as companies seek to adapt to the changing landscape.
In conclusion, the partnership between Epsilon and The Trade Desk is relevant to the online advertising industry, and its continued evolution is a response to the industry's changes in online ad targeting practices. The integration of Epsilon's Core ID into The Trade Desk's platform is a step towards maintaining some level of online ad targeting in the face of the sunsetting of third-party cookies.
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