Publicis partners The Trade Desk to tackle third-party cookies concern
Publicis Groupe has launched a specialized service to help its clients track and target consumers online through its partnership with online ad platform, The Trade Desk.
This move follows growing concerns for the elimination of third-party cookies and how the advertising and marketing industry would thrive without it.
Publicis’ clients that already rely on Epsilon’s data will have access to The Trade Desk’s platform for their digital ad campaigns; and access to Unified ID, an alternative to cookies which claims to allow personalisation at scale and provide maximum reach without invading privacy.
Epsilon, the data firm owned by Publicis disclosed it will continue to prioritize user control and privacy. Currently The Trade Desk, which claims to promote a media ecosystem that’s fair and open, has more than 200 million adults on its US books.
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… with The Trade Desk, we are building a next generation personalised media platform, powered by real identities… with a unique reach, maximum return on investment, transparency and full compliance with privacy regulations.”
The Trade Desk operates a demand-side platform (DSP), a key element in the complex automated advertising chain online that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one platform.
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… this new approach to identity will serve as a new common currency across the open internet, and will put the consumer in the driver’s seat.”
Publicis is the largest ad-buying network in North America by revenue, with clients including Mondelez, Procter & Gamble, and Unilever. Publicis plans to combine Unified ID 2.0 with its marketing and analytics firm Epsilon’s CORE ID to let advertisers target ads, according to the release.
Epsilon developed CORE ID over the years by using online purchases, email signups, and login information from third-party sources to build identities for individual consumers for ad-targeting purposes.
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