• by Fern Siegel , November 1, 2022

The Trade Desk has added a new partner, Narrative, to enhance its media-buying platform.

The alliance means data providers can make their audience data available on The Trade Desk for use in ad campaigns. They can match offline data with The Trade Desk's Unified ID 2.0 without sharing any personal consumer information. They can also build third-party audience business by making such segments available to Trade Desk advertisers.

Unified ID 2.0 (UID2) allows users to create an identifier from hashed and salted email addresses to maintain privacy.  

“Narrative’s data commerce platform makes sharing data accessible, efficient and secure,” said Nick Jordan, founder-CEO of Narrative.

“Our partnership with The Trade Desk makes it easier than ever for our mutual customers to create meaningful new revenue streams from the data they collect … with just a few clicks,” he said.

The plus: Brands and publishers can transform their CRM and behavioral data into new audience segments without knowing code.

“Data-driven advertising is one of the best ways for advertisers to eliminate media waste and drive digital media performance,” said Ben Sylvan, GM of data partnerships, The Trade Desk. He added the alliance would “help advertisers maximize their media budgets.”

In mid-October, The Trade Desk aligned with Crisp, an open data platform to give marketers daily inventory data from the Trade Desk platform in real time to improve media buying.