Italyonline, the main Italian Internet company, has entered into a partnership with The Trade Desk, a global leader in advertising technology, to adopt the Call ID initiative European Unified ID (Euid). Italiaonline thus becomes the first Italian publisher to actively support this solution.
The farewell of cookies and the new challenge of the advertising market
Italiaonline joins The Trade Desk for face the challenge of advertising without cookies, trying to balance ad personalization with respect for consumer privacy. Thanks to the partnership, the Euid solution will be used to improve advertising targeting in cookie-free environments, including high-engagement channels such as connected TV, digital audio and mobile apps.
The new open-source identification initiative Euid
The Euid solution, introduced by The Trade Desk, allows advertisers to reach your audience more precisely and improve online measurement. Italiaonline takes advantage of its large base of users registered with email accounts (around 10 million users) to integrate with Euid, thus offering an important advantage in cookie-free advertising targeting.
Euid, compliant with GDPR regulations and based on authenticated data, allows advertisers to distribute cookieless advertising campaigns on Italiaonline properties.
Interoperable with other identifiers
The Euid identity solution is interoperable with several other identifiers, allowing advertisers to access a comprehensive solution suited to their data needs for effective digital advertising in the post-cookie era.
“Euid is complementary to our cookieless offering and we are very happy to collaborate with The Trade Desk on this European-wide initiative. Our commitment to users is to provide a technological solution that respects their privacy and, at the same time, maximizes the effectiveness of the advertising message. Advertisers thus benefit from a solid base of authenticated audiences, which allows them to reach their desired target groups precisely and at scale,” he commented Carmine Laltrelli, Adv Tech Director of Italyonline.
“The time has come for the digital industry to work together and develop a new identity fabric for the open internet that helps preserve the value exchange of relevant advertising for advertisers, publishers and consumers. In particular, with the obsolescence of third-party cookies. Italiaonline can use the EUID to optimize revenue, while working to offer advertisers more targeted campaigns that reach the right audiences,” he said Sven Hagemeier, General Manager, Inventory Development EMEA, The Trade Desk.