• by Ray Schultz , Columnist, January 7, 2025

Advertisers can now connect with independent publishers, thanks to a partnership between Ezoic and the Trade Desk.  

Demand-side platforms (DSPs) like The Trade Desk do not usually offer a direct integration with digital publishers or ad management firms, the companies say. 

But they add that they are providing a transparent avenue linking Ezoic’s publishers with the Trade Desk’s advertising partners. Both sides should probably look into it in the interest of driving revenue.

The Trade Desk claims to be the world’s second-largest DSP, facilitating $5 billion+ in annual ad spend. 

The arrangement positions Ezoic's as a key partner in The Trade Desk's OpenPath program.

The goal is to make it easier and safer for brands to move their ad budgets away from walled gardens, Ezoic says.

It adds that early testing has produced incremental revenue gains for its publishers.

Moreover, the arrangement unites the Trade Desk’s Unified ID 2.0 with Ezoic's new ezID platform to help publishers tap into first-party data in a privacy-compliant way. 

"As the end of third-party cookies approaches, reducing friction in how advertisers can access and leverage quality publisher audiences is essential," said Tyler Bishop, CMO of Ezoic. "Our direct integration with The Trade Desk allows us to address that challenge head-on, while improving transparency and driving more effective, privacy-forward advertising."