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The Trade Desk Announces Salesforce CDP Now Able to Activate Unified ID 2.0

New integration allows Salesforce CDP customers to better manage their media campaigns across multiple digital channels

The Trade Desk, the largest independent global demand-side platform, announced that Unified ID 2.0, the open source solution for identity across devices and ecosystems, is now able to be generated via data points from Salesforce CDP. All mutual customers of Salesforce CDP and The Trade Desk are now able to work towards generating more precision and relevance in their advertising buys by easily activating first-party data at scale across the open internet. This new email-based activation will be available on all of The Trade Desk’s media channels, including connected TV (CTV). This news was part of an announcement at Dreamforce 2022.

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“Advertisers are sitting on what’s likely the most powerful dataset available to them, which is their first-party data about their customers”

Customer data platforms can enable marketers to bring together customer data across multiple touchpoints into a centralized solution. When used in marketing, this data can be segmented to create more tailored and personalized campaigns. With Salesforce’s CDP, marketers can combine both Salesforce and non-Salesforce data into a single actionable customer profile.

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This integration will help advertisers transact on first-party data without relying on third-party cookies. As a result of this integration, joint customers of The Trade Desk and Salesforce will be able to activate first-party data for activation through email-based identifiers such as Unified ID 2.0.

Comments on the News

  • “Advertisers are sitting on what’s likely the most powerful dataset available to them, which is their first-party data about their customers,” said Jay Goebel, General Manager of Data & Identity Partnerships, The Trade Desk. “Now with Salesforce, our clients are able to easily onboard and activate UID2s from their customer data sets and measure what matters most to many of them, tying real world outcomes to their digital marketing spend.

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