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Publicis Groupe's Epsilon and The Trade Desk Ink Cookie-less Targeting Pact

Epsilon Core ID and Unified ID 2.0 will be interoperable

two cartoon people shaking hands standing on the ground depicting two arrows pointing toward each other — The partnership will help media buyers maximize their reach with specific audiences on the open web.Epsilon, The Trade Desk, sesame/Getty Images

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Publicis Groupe’s identity-resolution offering Epsilon and The Trade Desk are partnering to make their respective user-ID products interoperable.

The tie-up amounts to one of the most significant partnerships to maintain some level of online ad targeting as the industry prepares for the sunsetting of third-party cookies by the industry’s major web browsers.

The Trade Desk will be the exclusive demand-side partner for Epsilon’s Core ID, which is built on transaction data, login details and anonymized “person-based” data like names and addresses.