Observed Signal · Jun 26, 2026 · Partnership · Source: Adzine · Impact: 3/5 · Sentiment: Positive
The Trade Desk Expands Identity Data Paths with Deezer, Adobe
The Trade Desk is deepening its identity strategy by connecting first-party data, campaign-level signals and authenticated inventory across partners Adobe and Deezer. With Adobe, The Trade Desk will feed impression-level campaign data from its continuous "Raw Event Data Stream" into Adobe’s Real-Time Customer Data Platform (CDP) to match impressions to first-party profiles for measurement, segmentation, exclusions, lookalikes and owned-channel personalization. This extends a prior 2022 integration (which activated Adobe first-party IDs in The Trade Desk via Unified ID 2.0) by increasing signal flow back into advertisers’ CDPs. On the supply side, Deezer has integrated the European Unified ID (EUID) into its ad exchange (about a year ago), and EUID-enabled, logged-in audio inventory has shown higher bid, win and fill rates versus non-EUID inventory. Together the moves position identity solutions as cross-system infrastructure linking user relationships, inventory and media buying.
Strengthens cross-system identity and first-party data activation between a major DSP, a MarTech CDP provider and a logged-in audio publisher; relevant for programmatic identity and authenticated inventory but not a platform-wide policy or industry-shifting change.
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Key Takeaways & Evidence Grounding
- The Trade Desk is working to link first-party data, campaign signals and authenticated inventory more closely across systems.
- Partnership with Adobe: impression-level data from The Trade Desk’s "Raw Event Data Stream" will be processed by Adobe’s Real-Time CDP and matched to first-party profiles.
- The 2022 integration between The Trade Desk and Adobe activated Adobe first-party data in The Trade Desk via Unified ID 2.0; the current update increases signal flow back into Adobe CDP profiles.
- Deezer integrated the European Unified ID (EUID) into its ad exchange about a year ago.
- Deezer and The Trade Desk report that EUID-enabled inventory delivered a 35% higher bid rate, 92% higher win rate and a 2.6x higher fill rate compared with non-EUID inventory.
Connected Companies & Entities
3 Entities mapped“The Trade Desk is working in multiple areas to more closely link first-party data, campaign signals and authenticated inventory....”
“Together with Adobe, paid-media signals from The Trade Desk campaigns are to be fed back into first-party profiles; via Adobe's Real-Time Cu...”
“Deezer has integrated the European Unified ID (EUID) into its ad exchange about a year ago; according to Deezer and The Trade Desk, EUID-ena...”
Ontology Mapping & Concepts
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