Precise, privacy-focused audience targeting is the future of digital advertising. However, poor match rates can make it difficult to accurately reach customers on digital channels.

Due to limited or outdated contact information, traditional first-party data onboarding only matches about 40% or less of a customer list; that means that more than half of the customers in an advertiser’s database can be left out of a targeted campaign. However, enhanced onboarding improves customer reach—allowing advertisers to reach more of their customers.

Now, Deep Sync customers can leverage Unified ID 2.0 (UID2), a leading identity solution, on The Trade Desk platform to help boost match rates. This new enhanced onboarding solution enables advertiser clients on The Trade Desk platform to participate in UID2 to expand their audiences and work towards improving precision to reach more of their customers online.  

What is UID2?

According to The Trade Desk: “UID2 is a pseudonymous identifier that is developed by hashing and salting an email or phone number.” By turning personally identifiable information (PII) into hashed and salted identifiers, UID2 offers a precise, privacy-focused alternative to cookies.

This identifier was designed to offer a better approach to identity across the open internet while prioritizing consumer privacy—improving media buying, selling, targeting, and measurement. Because of this, UID2 enables effective precision, scale, durability, and omnichannel targeting ability.

What is Enhanced Onboarding for First-Party Data?

Enhanced onboarding, also called first-party data onboarding, enhances customer data with additional identifiers, such as additional email addresses, phone numbers, IP addresses, and Mobile Ad IDs. The more identifiers that flow to a downstream platform, the more likely the platform will be able to find a match. 

This solution helps expand addressability and boost match rates, enabling improved first-party data activation.

“Poor match rates can make reaching customers on digital channels difficult. With improved offline-to-online onboarding powered by the Deep Sync Identity Graph, marketers can now reach more of their customers across channels on the open web. We’re excited to have enhanced onboarding directly to The Trade Desk powered by Unified ID 2.0.” — Pieter De Temmerman, CEO, Deep Sync.

An enhanced onboarding solution helps advertisers maximize the potential of their first-party data by allowing more effective offline-to-online onboarding for campaign activation; this enables advertisers to accurately reach more of their customers with their campaigns.

How does Deep Sync’s Enhanced Onboarding work?

Enhanced onboarding works by ingesting advertisers’ first-party data and matching it to our robust identity graph, which includes profiles on 97% of U.S. consumers. 

By matching first-party data to our identity graph—via offline information, such as name and postal address, or online information, such as email address—we can append online identifiers to customer records and deliver the file directly to The Trade Desk as a custom audience. 

How does Enhanced Onboarding benefit advertisers’ campaigns on The Trade Desk?

Enhanced Onboarding, available through the Deep Sync One platform, aims to improve participating advertisers’ onboarding results to The Trade Desk by enhancing their customer data with additional identifiers, including UID2, at both the individual and household levels. This functionality can help expand addressability and boost match rates.

“By integrating Unified ID 2.0 into Deep Sync’s enhanced onboarding solution, we’re helping boost match rates for first-party data activation on The Trade Desk. This collaboration allows our mutual advertiser clients that are leveraging Unified ID 2.0 to reach more of their valuable audiences across the open internet with more precision.” —  Gabe Richman, GM, Global Identity & Platform Strategy Partnerships, The Trade Desk. 

Overall, enhanced onboarding benefits advertisers using The Trade Desk by helping them reach more of the customers in their database.

Why Deep Sync?

As the industry leader in deterministic identity, we developed this data-first technology to power effective advertising. Like all of our data solutions, Enhanced Onboarding is made possible due to our fully deterministic identity graph.

Our three-dimensional identity graph begins with a fully deterministic identity spine featuring 260MM+ U.S. consumers. The second dimension of our graph includes billions of online identifiers linked to known individuals and households, including hashed email addresses (HEMs), Mobile Ad IDs (MAIDs), IP addresses, and more. The last dimension includes hundreds of demographic, firmographic, lifestyle, property, and geographic attributes that can be used to enrich first-party data and enable precise audience targeting.

Try it today!

To benefit from enhanced onboarding, create a free Deep Sync One account. Navigate to “Enhanced Onboarding” and upload a customer file. Next, select your desired parameters—such as individual- or household-level–and your destination–such as The Trade Desk. 

Clients who sign up with The Trade Desk to participate in UID2 can proceed with their audience activation. These audiences can typically be enabled on The Trade Desk within 24 hours or less.