The agreement will see Tealium AudienceStream clients offered integration with The Trade Desk’s open-source identity platform EUID, which helps advertisers use first-party data at scale and across the open internet without relying on third-party cookies.

The companies said that EUID would allow mutual customers to use data within The Trade Desk to enrich identity and address relevant audiences across media channels such as mobile, web, connected TV and live streaming.

These expanded global capabilities build on Tealium’s integration with Unified ID 2.0 (UID2 ), a new approach to identity for the open internet.

Matthew Gray, global vice-president of partnerships at Tealium, said: “As we advance into a new era of digital advertising, our integration with EUID is a pivotal step towards empowering global enterprises with privacy-conscious customer experiences.

“Integrating EUID with Tealium’s AudienceStream helps enhance our ability to deliver robust identity solutions that respect consumer data, while providing our clients with the tools they need to drive meaningful engagement and loyalty across all touchpoints.”

Stu Colman, senior European director of identity at The Trade Desk, added: “Advertisers are sitting on a wealth of first-party data that is housed by their customer data platform partners.

“Tealium is one of the first platforms to directly integrate with EUID, and through this integration, our joint customers can become more data-driven with greater precision across all digital advertising campaigns.”