CDP Tealium has announced that it is now offering customers seamless integration with EUID, an identity solution for the European market that is open source but was pioneered by The Trade Desk. Tealium already offers integration with The Trade Desk’s foundational Unified ID 2.0. Tealium customers will be able to activate data within The Trade Desk to enrich identities and reach relevant audiences.
If it seems petty for YouTube to ad block users, consider this: The Trade Desk reports that YouTube-parent Google and Facebook captured less than 47% of digital ad spend in 2023, compared with over 53% in 2019. The change reflects a shift in consumer time from walled gardens (62% in 2014 vs. 39% in 2023), to “open internet” alternatives including connected TV, streaming music, and podcasts (38% in 2014 vs. 61% in 2023).
Through a server-to-server integration, Integral Ad Science will now offer expanded measurement capabilities across Amazon DSP media buys. Campaign measurement will be available for Amazon custom audiences and Twitch inventory. The proffer includes brand safety, viewability and invalid traffic tracking and cross-device measurement.
CDP and marketing automation platform Bloomreach announced the availability of a next generation version of Bloomreach Engagement. Deploying Bloomreach’s Loomi AI capabilities, campaign creation within Bloomreach Engagement will become something “one marketer can complete in minutes.” Campaigns can be scaled across fifteen-plus channels.