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  • September 22, 2022

The Trade Desk Enables Salesforce CDP to Activate Unified ID 2.0

The Trade Desk, a demand-side advertising platform provider, has integrated Unified ID 2.0, the open-source solution for identity across devices and ecosystems, with Salesforce CDP.

All mutual customers of Salesforce CDP and The Trade Desk can be more precise in their advertising buys by activating first-party data at scale across the open internet. This new email-based activation will be available on all of The Trade Desk's media channels, including connected TV (CTV).

This integration will help advertisers transact on first-party data without relying on third-party cookies. As a result of this integration, joint customers of The Trade Desk and Salesforce will be able to activate first-party data for activation through email-based identifiers such as Unified ID 2.0.

"Advertisers are sitting on what’s likely the most powerful dataset available to them, which is their first-party data about their customers," said Jay Goebel, general manager of data and identity partnerships at The Trade Desk, in a statement. "Now with Salesforce, our clients are able to easily onboard and activate UID2s from their customer data sets and measure what matters most to many of them, tying real world outcomes to their digital marketing spend."

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