This new email-based activation is available on all of The Trade Desk’s media channels, including connected TV (CTV)

The Trade Desk has announced a new integration with the Adobe real-time customer data platform (CDP). This integration aims to help marketers generate accurate and relevant ads by enabling first-party data on the open internet without relying on third-party cookies. This new email-based activation will be available on all of The Trade Desk’s media channels, including connected TV (CTV).

Advertisers have a large amount of first-party data about their customers housed with their CDP partners, said Michelle Hulst, chief data officer of The Trade Desk. “Adobe is one of the industry leaders in CDP for advertiser first-party data, and this integration allows our joint customers to become more data-driven and more accurate across all digital advertising campaigns. This move will help advertisers test new identity capabilities, such as Unified ID 2.0, as they prepare for a cookie-free environment,” she added.

Customer data platforms allow marketers to bring customer data across multiple touchpoints together in a centralized solution. When used in marketing, this data can be segmented to create more tailored and personalized campaigns. With Adobe Real-Time CDP, marketers can unify both Adobe and non-Adobe data into one actionable customer profile.

In addition, joint customers of The Trade Desk and Adobe can enable first-party data — including registration data and data based on other durable identifiers — for activation via email-based identifiers such as Unified ID 2.0. The integration allows advertisers to close the loop by bringing detailed data from The Trade Desk into Adobe CDP in real-time to understand how their campaigns are performing.

“Adobe real-time CDP enables brands to use trusted first-party data to understand customer preferences and deliver personalized experiences at scale. This partnership enables our customers to securely activate their data for contextualized digital marketing, so they can build meaningful brand awareness and loyalty,” said Klaasjan Tukker, senior director of product marketing at Adobe.

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