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Reach PLC adopts The Trade Desk’s European Unified ID 

Reach PLC, the UK news publisher and owner of 130 national, regional and local media brands including The Mirror, Daily Express and Business Live, is adopting European Unified ID (EUID), the open-source identity solution originated by The Trade Desk.

EUID is an upgraded alternative to addressable advertising and measurement without a reliance on third-party cookies. It will allow Reach to prioritise the privacy of its twelve million registered users, while simultaneously providing relevant advertising in exchange for quality news and content. 

Mark Edwards, Digital Solutions Director, said: “We are steadfast in our commitment to protecting journalism with a best-in-class digital advertising experience for readers across our suite of brands, whilst maintaining user privacy and control. EUID allows us to do just that by enabling us to effectively monetise our content and it’s through solutions such as these that the industry can safeguard the future of the content we all enjoy.”

Reach joins a growing list of global advertisers, publishers and brands like Kimberly-Clark, Bacardi and Tesco Media & Insights Platform who have adopted EUID as a first-party data solution for audience targeting with consumer control and privacy in mind. This forms part of Reach’s wider editorial mission to protect the future of journalism by maintaining consumer trust and preserving the quid pro quo of the internet – free or subsidised content in exchange for relevant and helpful advertising.

Stu Colman, Senior European Identity Director EMEA at The Trade Desk, commented: “As the industry grapples with the shift to a new, opt-in identity landscape, publishers recognise the power of authentication in maintaining the value exchange of relevant advertising for premium content. Not only does this empower Reach’s twelve million users with more control over when and where they see advertising, but it also helps Reach monetize its content. The only way we can shape the internet to be equitable for all – publishers, consumers and advertisers – is by coming together as an industry and adopting interoperable solutions.”

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