EUID: Enabling personalization and relevance in advertising

Adopting an identity solution like European Unified ID (EUID) can benefit all players in Europe’s digital advertising ecosystem. Here’s how.

First-party data is proving to be one of the most valuable assets in digital advertising. Why? Because it’s often key to nurturing customer relationships, building brand loyalty, and accelerating business growth. The opportunity facing advertisers and publishers comes with creating a rich, reliable, and resilient seam of data. One way to lean into this opportunity is to adopt a strong identity foundation – such as European Unified Identity (EUID).

With a robust identity strategy, advertisers and publishers can work toward pinpointing their most valuable audiences and finding new ones with similar characteristics and preferences. They can manage ad frequency, set the right cadence of creative messaging, and then measure the effectiveness of those campaigns.

EUID is an open-source identity solution built for the European digital advertising market, where consumer control over their personal data is a priority. This is why EUID uses encrypted email data to provide a privacy-conscious, durable identity standard.

As the video explains, consumers across the open internet can choose to provide their email address to retailers, brands, streaming TV and audio publishers, and so on in exchange for accessing content, subscribing to services, or buying goods online. This authenticated email data is what forms the foundation of EUID and connects the entire ecosystem.

What are the benefits of EUID for advertisers?

When you onboard your data to our platform (from another storage provider, CRM or clean room), advertisers can use our platform’s artificial intelligence (AI) and modelling capabilities to help you find and match audiences across publishers, platforms, devices, and channels.

EUID also can help you:

• Reach audiences with precision
• Manage frequency control more holistically
• Better suppress and exclude audiences
• Measure the effectiveness of your campaigns – whether that’s assessing your linear versus CTV advertising or analysing offline and online conversions

What are the benefits of EUID for publishers?

EUID isn’t just a valuable tool for advertisers, it can benefit publishers, too. By adopting EUID as a consistent identity framework, publishers can leverage their audiences to help you deliver more relevant content and monetise inventory more effectively. Other advantages of integrating EUID are:

• Addressable audience targeting on desktop, mobile, and CTV with a single identifier
• Frequency management across devices
• The ability to provide personalised ad experiences with relevant content
• The ability to offer opt-out, with the goal of improving consumer privacy controls and choice.

So, is EUID for you?

As well as benefitting advertisers and publishers, EUID can help you give your audience a more consistent, relevant, and positive experience of your brand. And in an increasingly fragmented space, adopting a standardised, privacy-conscious identity framework will likely help future-proof your business.

Think of EUID as a tool that can enhance the power of your first-party data, aiming to make it more accessible, more scalable and, ultimately, provide more opportunities to drive growth.

To learn more about EUID, visit EUID.eu. If you’re keen to put EUID to work for your campaigns or business, get in touch with us.