Bacardi and Tesco back The Trade Desk's bid to fill cookie tracking void

As regulators circle Google, the Trade Desk unveils a regional open-source alternative to third-party ad tracking cookies, called European Unified ID, with a number of high profile brands already on board.

Open-web based media buying platform The Trade Desk has launched its European solution (EUID) across EMEA, as the independent media buying platform looks to attract advertisers seeking privacy safe ways to understand their audience behaviour online.  

This comes as the dominance of Google’s advertising business is set to be challenged by a new antitrust complaint from the European Union, expected in the near future. 

Lucy King, Global Media Director, Bacardi, said: “Bacardi supports new solutions like EUID that are developed to help improve the consumer advertising experience and raise the bar on privacy.”

Based on authenticated data, EUID is open-sourced and interoperable with other authenticated identity solutions across the open internet, where third-party cookies are not present such as connected TV, mobile apps, and audio streaming.

“Advertisers and publishers within Europe must clear a high bar for data privacy”

EUID aims to address Europe’s data privacy regulations, while giving European consumers control of their data through privacy notices and opt-outs.

Samantha Jacobson, Chief Strategy Officer, The Trade Desk, said: “There is an important discussion that’s happening around the world about how to preserve the value exchange of relevant advertising, while respecting consumer privacy. And nowhere is this more evident than across Europe.”

“Advertisers and publishers within Europe must clear a high bar for data privacy. As a European specific solution, EUID is anchored in the privacy conditions that are specific to the region. Our partnerships with advertisers, publishers and industry organisations have enabled us to build an identity framework that helps brands reach European consumers with relevant advertising, while giving them the ability to control their data.”

Big brand backing

EUID is a European counterpart to Unified ID 2.0 (UID2), a new approach to identity that has gained industry-wide adoption. Initial engagement with EUID from brands and publishers includes Bacardi, Kimberly-Clark, Aller Media, Future,|highfivve, OneFootball, Prisma Media, and Tesco Media and Insights Platform, powered by dunnhumby.

Scott Bodie, UK Digital Lead, Kimberly-Clark, said: "This a pivotal opportunity for us to build the best version of our consumer experience across our brand portfolio on the open internet. With EUID, Kimberley-Clark can maximise its first-party data to serve a richer, unified and privacy-centric customer experience across channels," said  

Nick Flood, Global Revenue Operations Director, Future, added: "Future are excited to deepen their relationship with The Trade Desk by supporting the introduction of EUID. We firmly believe in a privacy-first ad ecosystem and solutions that support the ability for brands to connect directly with leading premium publishers like Future which can deliver against their marketing objectives."