Global media company Motorsport Network has announced its adoption of the open-source identity solution European Unified ID (EUID) pioneered by The Trade Desk. It joins a growing network of advertisers, publishers and brands using the industry-wide identifier to deliver a premium online advertising experience across the open internet.
EUID is an upgraded alternative to addressable advertising and measurement that uses pseudonymized data to equip consumers with improved transparency and privacy controls over their own data. The integration will allow MotorsportNetwork’s brands, including Autosport, Motorsport, Motor1, to provide relevant advertising in exchange for quality content to its 60 million authenticated users.
Joe Alicata, Chief Product Officer at Motorsport Network, commented: “We are continuously evolving our products and technology to better serve our audience. Industry-leading solutions such as EUID will provide innovative audience targeting solutions for our partners with upgraded consumer privacy controls that didn’t exist before with third-party cookies. There has never been a more important time to protect online journalism and offer a best-in-class digital advertising experience on the open internet.”
The announcement shows Motorsport Network’s commitment to the privacy of its readers as part of its long-term strategy. By adopting EUID, Motorsport Network can continue to deliver a premium experience for its users and advertisers alike.
“As the advertising industry redefines the new identity fabric of the premium open internet, there is a high demand for new upgraded alternatives to addressable advertising that work across all digital channels, while enhancing privacy controls for consumers,“ said Sven Hagemeier, General Manager, Inventory Development EMEA, The Trade Desk. “Media groups like Motorsport Network recognise the value of integrating EUID – an open-source, interoperable framework – in strengthening the value of their first-party, authenticated data and sustaining their business through more relevant advertising.”
