Hightouch Introduces Privacy-Conscious Advertising Activation for European Audiences Through EUID
Hightouch Introduces Privacy-Conscious Advertising Activation for European Audiences Through EUID
SAN FRANCISCO, July 1, 2024 /PRNewswire/ -- Hightouch, the leading Composable Customer Data Platform (CDP), enables European Unified ID (EUID) to help participating advertisers reach audiences in a privacy-conscious way across the open web.
領先的可組合顧客數據平台（CDP）Hightouch使歐洲統一身份（EUID）可幫助參與廣告商以隱私保護的方式跨開放網絡觸達觀衆。
EUID is an industry-wide identity solution pioneered by The Trade Desk, that turns email addresses into a pseudonymous identifier through sophisticated hashing and salting methods. These allow advertisers to recognize users for targeting, frequency management, and campaign measurement while providing transparency and data control to the individual user. The open-source EUID works in the browser environment, providing a reliable alternative to the third-party cookie. It also works across other digital mediums including connected TV, digital audio, and mobile apps.
EUID是由The Trade Desk率先推出的行業範圍身份解決方案，通過精密的哈希和鹽加工方法將電子郵件地址轉換爲僞匿名標識符。這些方法使廣告商能夠識別用戶以進行定向、頻率管理和廣告活動測量，同時爲個人用戶提供透明度和數據控制。開源的EUID在瀏覽器環境中工作，提供可靠的替代第三方cookie。它還適用於其他數字媒介，包括連接電視、數字音頻和移動應用程序。
Hightouch's integration works by syncing audience segments directly from the brand, publisher, or media network's cloud data warehouse to The Trade Desk. When participating Hightouch customers create audience segments for digital campaigns, they can activate EUIDs directly within The Trade Desk platform for targeting, frequency management, and measurement. Benefits of Hightouch's integration between the data warehouse and The Trade Desk include:
Hightouch的集成通過直接將受衆細分從品牌、出版商或媒體網絡的雲數據倉庫同步到The Trade Desk。當參與Hightouch客戶爲數字營銷活動創建受衆細分時，他們可以在The Trade Desk平台上直接激活EUID以進行定向、頻次管理和測量。Hightouch在數據倉庫和The Trade Desk之間的集成優勢包括：
- Universal opt-outs: Clients can apply field-level governance filters to prevent opted-out IDs from being shared with The Trade Desk.
- Regional Data Processing: In-transit data is processed using the appropriate regional data center, preventing the movement of data across borders and ensuring regional compliance.
- Enhanced Addressability: Once data is transferred, advertisers can activate EUID to reach larger addressable audiences across Europe in a privacy-conscious way.
- 全面退出客戶可以應用字段級管理過濾器，以防止退出的ID與The Trade Desk共享。
- 區域性數據處理在運輸中的數據使用適當的區域數據中心進行處理，防止數據跨越邊界移動，確保區域合規性。
- 加強可尋址性一旦數據被轉移，廣告商就可以激活EUID，以隱私保護的方式觸達更多的歐洲可尋址受衆。
Stu Colman, Senior European Director of Identity at The Trade Desk, comments: "The increasing fragmentation in media consumption coupled with the pending deprecation of third-party cookies has pushed advertisers to view identity more holistically across all digital channels, including the web, mobile apps, connected TV and digital audio. Industry-wide identity currencies like EUID provide a significant and overdue upgrade to identity, thereby delivering more precision in targeting, frequency management, and measurement. Hightouch provides its clients with a simple and direct way to activate this new currency so they can benefit from the increased efficiency of their digital advertising on the open internet."
The Trade Desk身份高級主管Stu Colman評論道：“媒體消費日益分化，加上對第三方cookie的棄用即將到來，迫使廣告商更全面地看待跨所有數字渠道（包括網絡、移動應用程序、連接電視和數字音頻）的身份，行業範圍的身份貨幣（如EUID）提供了身份的重要和過期的升級，從而提供更精確的定位、頻率管理和測量。Hightouch爲客戶提供了一種簡單直接的方式來激活這種新貨幣，以從開放互聯網上數字廣告的效率提高中受益。”
About Hightouch
Hightouch is the leading Composable CDP that empowers companies to activate their data warehouse to power personalized marketing and business operations. Trusted by leading organizations like PetSmart, Warner Music Group, Calendly, Spotify, and GameStop, Hightouch enables anyone to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data across their organization.
關於Hightouch
Hightouch是領先的可組合CDP，賦予公司利用其數據倉庫實現個性化營銷和業務操作的能力。Hightouch得到PetSmart、華納音樂集團、Calendly、Spotify和遊戲驛站等領先機構的信任，使任何人都能通過組織內部的數據來提供個性化的客戶體驗、優化表現營銷、並加速發展。
About The Trade Desk
The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.
關於The Trade Desk
The Trade Desk是一家技術公司，賦予廣告買家購買廣告的能力。通過其自助式、雲基礎平台，廣告買家可以創建、管理和優化跨廣告格式和設備的數字廣告活動。與主要數據、庫存和發佈者合作伙伴的集成確保最大限度的覆蓋範圍和決策能力，並且企業API使在該平台上進行自定義開發成爲可能。總部位於加利福尼亞州文圖拉，The Trade Desk在北美、歐洲和亞太地區設有辦事處。欲了解更多信息，請訪問thetradedesk.com或關注我們的Facebook, 推特, LinkedIn和頁面。YouTube.
SOURCE Hightouch
來源：Hightouch
譯文內容由第三人軟體翻譯。