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the Trade Desk GDPR Data & Privacy

The Trade Desk kicks off post-Cookie privacy era in Europe with LiveRamp

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By John Glenday, Reporter

March 1, 2022 | 3 min read

The Trade Desk is rising to the identity challenge posed by the demise of third-party cookies by entering into a partnership with LiveRamp to bring a custom identifier to market that meets legal privacy standards.

Nielsen and The Trade Desk share online demographic data

LiveRamp recently moved to provide new streaming forecasting, data and measurement tools

Amid a tougher regulatory market across Europe, the technology company is leading the development of European Unified ID (EUID), which promises to furnish advertisers with identity metrics while maintaining compliance with GDPR and user consent.

The ‘privacy-first’ solution will then be brought to market using data enablement platform LiveRamp’s infrastructure, with both parties collaborating on setting down the precise technical standards and functionality to comply with all necessary rules and regulations.

Jeff Green, co-founder and chief executive of The Trade Desk, said: “The future of the open internet requires us to develop new identity solutions that preserve the value exchange of relevant advertising for free content. At the same time, we recognize that in a global market, there are many regional variations and priorities. We are confident that EUID will meet the demands of advertisers, publishers, consumers and regulators in Europe.”

As part of this approach, both firms will enable bidding on LiveRamp’s people-based identifier RampID within The Trade Desk in Europe.

LiveRamp chief exec Scott Howe added: “Over the last several years, we’ve been able to rapidly scale our business across Europe thanks in part to the continued adoption of our Authenticated Traffic Solution, which is built on the sturdy foundation of RampID. That puts us in a unique position to spearhead this new initiative with The Trade Desk to support a sustainable, open and free internet worldwide.”

The European foray follows a successful tie-up between both parties in the US where marketers can already avail themselves of the technology solution to link data with consumer experiences across display, mobile, in-app and connected TV (CTV) outlets.

LiveRamp recently moved to provide new streaming forecasting, data and measurement tools to provide greater visibility for media buyers.

the Trade Desk GDPR Data & Privacy

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