A coalition of supply-side partners including Criteo Commerce Grid, Equativ, FreeWheel, Google Ad Manager, Hubvisor, Improve Digital (Azerion), Index Exchange, Magnite, Microsoft Monetize, PubMatic, Stroer, TripleLift, and Yieldlab (Virtual Minds) has announced support for the European Unified ID (EUID). This open-source identity solution, developed by The Trade Desk, is part of a broader initiative to enhance digital advertising effectiveness across the premium open internet.

What is EUID?

EUID serves as a transparent, interoperable identity framework utilizing hashed email addresses and encrypted identifiers in the bidstream. This innovative technology is designed to be publisher-friendly, providing upgraded privacy controls that empower consumers to manage how their data is collected and utilized.

Industry Response

“It is crucial that publishers, agencies, and brands test and implement solutions within the evolving addressability landscape,” said Cadi Jones, SVP Europe at Index Exchange. “Developing a robust strategy that includes publisher first-party data solutions, advanced contextual capabilities, partnerships with leading identity providers, and adopting new solutions such as the European Unified ID will ensure advertisers can continue to reach audiences across the increasingly fragmented network of devices and channels.”

Technical Implementation

The aforementioned partners have established technical support to incorporate EUID in the bidstream, allowing demand-side platforms (DSPs) to factor identity information into their bidding decisions. Additionally, Google Ad Manager has enabled publishers to opt for EUID integration through its Secure Signals feature.

The Importance of a New Identity Model

“Programmatic advertising is a significant revenue source for many publishers, making the development of a new identity model beyond third-party cookies critical for sustaining a free and open internet,” stated Sven Hagemeier, General Manager, Inventory Development EMEA at The Trade Desk. “Collaborating with supply-side leaders in Europe will facilitate the seamless implementation of a privacy-conscious identity solution, ultimately aiding publishers in better monetizing their content. At its core, EUID represents an open-source, interoperable collaborative initiative aimed at establishing a better industry standard that benefits consumers, advertisers, and publishers alike.”