Publicis partners with The Trade Desk on a cookie solution

Chris Pash
By Chris Pash | 9 April 2021

Publicis Groupe is partnering with adtech The Trade Desk to prepare for Google's cookie-less future. 

The industry has been working on alternative ways to collect data on consumer online behaviour ahead of Google’s planned moves against third-party cookies.

The France-based global advertising group will use its first-party data -- based on more than 250 million real consumers -- at Epsilon, acquired by Publicis in 2019, to deliver personalisation at scale for major clients such as Disney, Kraft Heinz and Unilever.

The partnership will allow clients to match their data with Epsilon's first party data and with Trade Desk’s 120 million profiles -- Unified ID -- and then run self-service campaigns. 

"We believe in creating a connected ecosystem that is built around each individual,” says Ric Elert, president and COO at Epsilon.

He says no-one can match the stability and accuracy of the data.

"It’s imperative we preserve the balance in the ecosystem between advertisers, consumers and publishers while respecting privacy and security," he says.

The Trade Desk CEO Jeff Green: “Together with Publicis Groupe and Epsilon, as well as a wide range of companies that are developing Unified ID 2.0, we’re creating a new approach to identity, that will serve as a new common currency across the open internet, and will put the consumer in the driver’s seat."

The Trade Desk will become the exclusive third-party DSP (demand side platform) for Epsilon’s offerings.

Advertisers will also be able to leverage Epsilon’s data tools to better measure the performance of ad campaigns against business goals, across all digital advertising channels, including connected TV.

“We haven’t waited to act in the face of the disappearance of third-party cookies, which will have a major impact on our clients and our industry,” says Arthur Sadoun, chairman and CEO of Publicis Groupe, in announcing the agreement.

“Through our partnership with the Trade Desk, we are building a next generation personalised media platform, powered by real identities to enable clients to speak to their customers on an individual basis across all channels with a unique reach, maximum return on investment, transparency and full compliance with privacy regulations.”

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