Italiaonline, Italy’s leading Internet company, joins forces with The Trade Desk, a world leader in advertising technology, to adopt the new identification initiative, European Unified ID (EUID). Italiaonline is the first publisher in Italy to support this solution.
At the dawn of the disappearance of cookies, the advertising market is faced with a double challenge: offering advertisers targeted and relevant advertising, while respecting consumer privacy. At the same time, this presents an opportunity to upgrade identity technology, not only in browser environments but across all digital channels.
Through a partnership with The Trade Desk and the EUID identity solution, Italiaonline is exploring an alternative to cookies to help its advertisers deliver high-performance advertising campaigns while maintaining targeting capabilities in cookie-free environments, including high-engagement channels such as connected TV, digital audio and mobile apps.
Pioneered by The Trade Desk, EUID allows advertisers to reach their target audience more accurately and enables better measurement on the Internet.
Italiaonline’s user base is an important resource for cookieless advertising targeting.
To integrate with EUID, Italiaonline will tap into the approximately 10 million users subscribed to its e-mail accounts* (LiberoMail, VirgilioMail…).
The EUID solution – based on authenticated data and GDPR compliant – allows advertisers to deploy cookieless advertising campaigns on Italiaonline’s properties.
The EUID identity solution is interoperable with many other identifiers. This interoperability means that advertisers can have a complete, accessible and suitable solution for their data needs for effective digital advertising in the post-cookie era.
Carmine Laltrelli, ADV Tech Director at Italiaonline comments: “The EUID is complementary to our cookieless offer and we are very happy to collaborate with The Trade Desk on this European-wide initiative. Our commitment to users is to provide a technological solution that respects their privacy and, at the same time, maximises the effectiveness of the advertising message. Advertisers thus benefit from a solid base of authenticated audiences, enabling them to reach the desired target groups accurately and on a large scale’.
Sven Hagemeier, General Manager, Inventory Development EMEA, The Trade Desk says: “The time has come for the digital industry to work together and develop a new identity fabric for the open internet that helps preserve the value exchange of relevant advertising for advertisers, publishers and consumers. In particular, with the obsolescence of third-party cookies. Italiaonline can use the EUID to optimise revenue, while working to offer advertisers more targeted campaigns that reach the right audience’.
*Source: Internal data, H1 2023
(NB This is a translation of the Italian press release)