The Trade Desk Integrates Digital Envoy's NetAcuity Data

Digital Envoy, a provider of IP-based geolocation intelligence, has brought its NetAcuity data to The Trade Desk platform, enabling advertisers to build more granular audiences for their digital advertising campaigns.

The Trade Desk-Digital Envoy partnership gives advertisers access to additional data signals, including internet service provider (ISP) and mobile carrier data, to create ID-based audiences for activation across the open internet, including connected TV (CTV).

NetAcuity is Digital Envoy’s IP intelligence solution that incorporates multiple data sources and real-world device signals to map IP addresses to geographic locations and deliver location, network, and contextual intelligence for advertising, cybersecurity, and compliance use cases.

By combining NetAcuity data with The Trade Desk's audience targeting capabilities, advertisers can build segments that go beyond geographic targeting to incorporate organization-level signals, supporting campaigns tailored to where consumers are in their relationship with a provider.

These audiences are also available through The Trade Desk's Audience Unlimited offering, giving advertisers greater flexibility to combine Digital Envoy's network and carrier-level insights with other third-party data to build tailored audience segments.

"Advertisers are looking for greater accuracy in how they identify and reach audiences, particularly as signal availability and quality continue to fragment," said Charlie Johnson, senior vice president and general manager of LocID and International at Digital Envoy, in a statement. "The incorporation of NetAcuity data unlocks powerful new audience strategies that simply weren't possible with geography alone: a carrier reaching consumers based on their current provider, a technology brand reaching the organizations that matter most. now available globally on The Trade Desk."

"One of the most valuable moments in telecom is when consumers are making a change, whether that's upgrading their phone, switching carriers, or bundling their internet service," said Jerome Eymery, vice president of business development at The Trade Desk, in a statement. "These moments represent significant opportunities for advertisers to connect with consumers. By bringing Digital Envoy's network and carrier-level data to our platform, we're helping advertisers find and reach relevant audiences with greater precision across the open internet."