Publicis and The Trade Desk have agreed to connect Publicis-owned Epsilon’s CORE ID customer identity platform with The Trade Desk-run Unified ID. The deal will improve ad targeting by giving The Trade Desk clients access to the 250 million cross-device “consumer identities” in 125 million U.S. households that Epsilon collects from publishers and transactions. The Trade Desk will be the exclusive DSP for CORE ID.
Here’s another ID hookup: DSP MediaMath will incorporate Tru Optik’s Data Marketplace of connected TV and other device-based audience segments covering 80 million U.S. households. The Tru Optik segments are based on behaviors, interests, and demographic data from multiple sources. You may recall that Tru Optik was purchased by TransUnion last October.
Consumer panels offer coverage that identifiers like Unified ID cannot. That’s what NielsenIQ is offering in its new Omnishopper solution, which the company says offers “omni measurement” to understand consumers’ online and offline “omni-experience” across the “omnichannel” landscape. You won't be surprised that the company’s goal is to be the “omni authority”. If you think NielsenIQ is part of global measurement company Nielsen Holdings, you’re forgotten that Nielsen sold the business to private equity company Advent International last November, in a deal that just closed last month. If you didn’t forget, you may be omniscient.
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