InfoSum, a data collaboration platform provider, has integrated with The Trade Desk to help advertisers activate first-party data with identifiers, including Unified ID 2.0.
The combination will provide more targeted and durable audiences on the open internet via programmatic exchange. Joint customers will be able to use InfoSum’s data clean rooms and bunkers to activate against The Trade Desk clients’ datasets.
“This integration intends to make advertising and data collaboration easier, more secure, faster, and more effective for InfoSum and The Trade Desk customers,” said Lauren Wetzel, InfoSum’s chief operating officer. “As companies continue planning for a cookieless future, there is no one-size-fits-all approach, and this partnership with The Trade Desk helps to create an open marketplace for advertisers in a privacy-centric way.”
“Using first-party data in decisioned media buying has become more important than ever,” said Michelle Hulst, chief data officer of The Trade Desk. “As marketers realise the power and scale of their datasets, partners like InfoSum create a secure way to transact data on the open internet through Unified ID 2.0 with consumer privacy in mind. We look forward to marketers leveraging this partnership to create more effective and measurable advertising campaigns.”