Publicis Groupe and The Trade Desk today announced that they are joining forces to ensure their advertising clients can continue to build direct and individual relationships with their customers in a cookie-less world, while also protecting consumer privacy.
With the imminent deprecation of third-party cookies on some platforms, and the associated loss of brand contact with customers, Epsilon and The Trade Desk will unite their ID solutions to champion personalization at scale and maximize reach.
The partnership will bring interoperability between Epsilon CORE ID and Unified ID 2.0, enabling clients to engage with consumers on an individual level across all channels, maximizing return on advertising investment and transparency with full self-service features. Initially developed by The Trade Desk, Unified ID 2.0 is an industry-wide initiative to pioneer an upgraded alternative to third-party cookies.
Arthur Sadoun, Chairman and CEO of Publicis Groupe said: “We haven’t waited to act in the face of the disappearance of third-party cookies, which will have a major impact on our clients and our industry.
Not only, we are ensuring that all of our clients have the necessary strategic input and tools to navigate this new ecosystem and turn this threat into an opportunity. But also, through our partnership with The Trade Desk, we are building a next generation personalized media platform, powered by real identities to enable them to speak to their customers on an individual basis across all channels with a unique reach, maximum return on investment, transparency and full compliance with privacy regulations.
The combined data and technology firepower of Epsilon and The Trade Desk is unique. It will give our clients a decisive and exclusive competitive advantage to accelerate their growth, reduce their costs and continuously improve their customer understanding. Thanks to Epsilon’s CORE ID and its interoperability with Unified ID 2.0, we are the only holding company capable of making it happen. We are pleased to partner with Jeff and his team in this journey to lead the change in our industry.”
Jeff Green, CEO of The Trade Desk said: “Advertisers are looking for a consumer-conscious way to preserve the value exchange of the internet – free content in exchange for relevant advertising. Together with Publicis Groupe and Epsilon, as well as a wide range of companies that are developing Unified ID 2.0, we’re creating this new approach to identity, that will serve as a new common currency across the open internet, and will put the consumer in the driver’s seat. Making Unified ID 2.0 interoperable with Epsilon’s CORE ID represents a major step forward. And as part of this new partnership, we look forward to working with Publicis Groupe and with Epsilon as their exclusive third-party DSP for their CORE ID offerings.”
Please login with linkedin to commentEpsilon
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]