The Trade Desk, the leading independent advertising technology company in the world, today announced partnership with Utiq, further expanding its already diverse identity solutions portfolio across EMEA.
Utiq provides Telco-powered user-consented signals, to enable better marketing practices, performance and ROI in the premium open internet – benefiting publishers, advertisers and audiences. It works with numerous leading telecommunications companies across Europe, including Deutsche Telekom AG, Orange SA, Telefónica S.A., and Vodafone Group plc.
At a time when the industry contends with audience identifier fragmentation, The Trade Desk and Utiq share common values that prioritise openness, trust and choice. Making Utiq’s identifiers available within the Trade Desk’s advanced solutions portfolio speaks to the value of how different signals work together to enable scalable, effective advertising in the open internet.
“There is no single solution to identity in today’s landscape, and there shouldn’t be. Across EMEA, advertisers are at different stages in their identity journey,” said Paula Bacariza Perez, General Manager, Data Partnerships at The Trade Desk. “Our role at The Trade Desk is to give advertisers the freedom to choose how they build their strategies. By partnering with Utiq, we’re continuing to expand our open framework offering that supports multiple identifiers working together to drive scale and performance, adapting to advertisers’ needs.”
“Utiq and The Trade Desk share a belief that the future of identity must be open, trusted and built around meaningful choice – to benefit advertisers, publishers and people,” echoed Will Harmer, Chief Product Officer at Utiq. “By integrating Utiq – and by extension netID in Germany – into The Trade Desk’s buying technology, we’re making our incremental, deterministic and consented audience signals available where agencies and advertisers already plan and activate media. This partnership can help customers improve addressability and performance across the premium open internet, without compromising the trust, transparency and control that responsible digital advertising depends on.”
The Trade Desk has long taken a portfolio approach to identity. Solutions like European Unified ID (EUID) already provide deterministic, privacy-conscious addressability based on authenticated user data. These are complemented by additional identifiers and technologies, which together help drive greater scale and performance.
In this context, the integration of Utiq represents an additional opportunity for advertisers and agencies to unlock more scalable signals.
By continuing to expand its identity solutions, The Trade Desk aims to make advertising in the open internet more precise, transparent, and scalable, reinforcing its position as an open, neutral partner for advertisers and publishers.
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