European Unified ID, a new identity solution developed specifically for the European market, is securing support from across Europe, including global brands, European publishers leading and retail industry partners. EUID is the European counterpart to Unified ID 2.0 (UID2), a new approach to identity that has been embraced across the industry. Some of the brands and publishers that initially committed to using EUID include Bacardi, Kimberly-Clark, Aller Media, Future, gutefrage.net|highfivve, OneFootball, Prisma Media and Tesco Media and Insights Platform, powered by dunnhumby.
With consumer data regulations in place across Europe, brands and publishers have been exploring ways to deliver better advertising experiences to consumers, while respecting their privacy and data standards. EUID aims to meet European data privacy regulations, while giving European consumers control over their data through privacy notices and opt-out options.
“An important debate is taking place around the world about how to preserve the value exchange of relevant advertising, while respecting consumer privacy. A debate particularly evident in Europe,” said Samantha Jacobson, Chief Strategy Officer, The Trade Desk.
“European advertisers and publishers need to set the bar high when it comes to data privacy. As a solution designed for Europe, EUID is reinforced by the region’s own privacy requirements. Our partnerships with advertisers, publishers and industry organizations have enabled us to build an identity framework that allows brands to reach European consumers with relevant advertising, while giving them the ability to control their data.”
Based on authenticated data, EUID is open and interoperable with other authenticated identity solutions in the advertising ecosystem. This interoperability enables advertisers to create global advertising campaigns that reach consumers on the fastest growing digital channels on the open internet without third-party cookies, such as connected TV, mobile apps and audio streaming.
Select advertisers’ and publishers’ comments on the EUID :
“Bacardi supports new solutions like EUID, which are developed to improve consumers’ advertising experience and raise the bar for privacy,” said Lucy King, Director of Global Media, Bacardi.
“This is a critical opportunity for us to create the best version of our consumer experience across our portfolio of brands on the open internet. With EUID, Kimberley-Clark can maximize its proprietary data to provide its customers with a richer, more unified and more privacy-respecting experience across all channels,” said Scott Bodie, UK Digital Manager. , Kimberly Clark.
“We are very pleased to be able to work with EUID to help us and our clients monetize campaigns and ensure frequency and quality. We look forward to being able to visualize this for our buyers and to continue to play an important role in this ecosystem. ,” said Martin Sundell, head of programming, Aller Media.
“Future is very pleased to consolidate its links with the Trade Desk by supporting the introduction of EUID. We strongly believe in a privacy-friendly advertising ecosystem and in solutions that allow brands to connect directly to leading publishers like Future who can achieve their marketing goals,” said Nick Flood, COO of global revenue, Future.
“As a publisher and programmatic sales company, we are very pleased to express our support for the European Unique Identifier (EUID), an innovative identity solution designed for the European market. Adopting EUID allows us, as publishers, to exploit new possibilities and improve our advertising skills to deliver personalized experiences to our esteemed audience,” said Martin Pichler, Director of Sales , gutefrage.net|highfive.
“As the leading global platform for football fans, the EUID is essential for OneFootball. We are therefore very pleased to partner with The Trade Desk, a leader in this important sector. Fans use OneFootball to get news flashes, news clips and live streams, as well as stats and live scores from hundreds of leagues and competitions around the world, and also to belong to a global community of supporters. Supporters being our priority, it is imperative that we give our users control over their data when they access our platform, while maintaining long-lasting relationships with advertisers so that we can continue to offer a free service. to football fans around the world,” said Patrick Fisher, Chief Business Officer, OneFootball.
“Prisma Media Solutions is proud to be one of the pioneers in Europe to adopt the EUID identifier. This breakthrough promises to transform the digital ecosystem, offering an alternative to third-party post-cookies. This initiative is part of the overall strategy of Prisma Media which started a few years ago. This allows us to reaffirm our commitment to our customers by offering them relevant advertising targeting solutions, while creating a world that is more respectful of the privacy of Internet users,” said Bastien Deleau, Deputy Executive Director, Prisma Media.
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