Hightouch, a leading Composable Customer Data Platform (CDP), now supports the European Unified ID (EUID) to help advertisers reach audiences across the open web in a privacy-conscious manner. EUID, developed by The Trade Desk, transforms email addresses into pseudonymous identifiers, allowing advertisers to target, manage frequency, and measure campaigns while ensuring user data control and transparency.

What is EUID?

• Industry-wide identity solution by The Trade Desk.
• Turns email addresses into pseudonymous identifiers.
• Utilizes sophisticated hashing and salting methods.
• Provides user recognition for targeting, frequency management, and campaign measurement.
• Ensures transparency and data control for users.
• Operates in the browser environment.
• Reliable alternative to third-party cookies.
• Works across connected TV, digital audio, and mobile apps.

Hightouch's Integration with EUID:

• Syncs audience segments from cloud data warehouses to The Trade Desk.
• Activates EUIDs directly within The Trade Desk platform.
• Enhances targeting, frequency management, and measurement capabilities.

Benefits of Hightouch's Integration:

• Universal Opt-Outs: Applies field-level governance filters to prevent sharing opted-out IDs.
• Regional Data Processing: Ensures data is processed in the appropriate regional data center, maintaining regional compliance.
• Enhanced Addressability: Activates EUID to reach larger audiences in a privacy-conscious manner.

Industry Perspective:

• Increasing media fragmentation and the deprecation of third-party cookies necessitate a holistic view of identity across digital channels.
• EUID provides a significant upgrade to identity management, enhancing targeting precision, frequency management, and measurement.
• Hightouch offers a streamlined method for clients to leverage this new identity currency, improving digital advertising efficiency on the open internet.

Hightouch's integration with EUID represents a pivotal advancement in digital advertising, enabling European advertisers to reach larger audiences while maintaining privacy standards. This collaboration ensures that advertisers can effectively manage their campaigns with greater precision and compliance, setting a new standard for identity solutions in the industry.