The agreement will see The Trade Desk integrate its European Unified ID (EUID) into the Hightouch platform, which can turn email addresses into a pseudonymous identifier to allow advertisers to recognise users for targeting, frequency management and campaign measurement while providing transparency and data control to the individual user.

Hightouch’s integration works by syncing audience segments directly from the brand, publisher or media network’s cloud data warehouse with The Trade Desk.

When participating Hightouch customers create audience segments for digital campaigns, they can then activate EUIDs directly within The Trade Desk platform.

Stu Colman, senior European director of identity at The Trade Desk, said: “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.”

Tejas Manohar, co-founder at Hightouch, said: “Reaching addressable audiences in the EU with precision has become increasingly challenging due to stringent privacy regulations and the deprecation of cookies.

“EUID is critical in helping to overcome these hurdles by providing a regional identity solution that honours consumer preferences and enhances addressability.”