Deep Sync boosts customer reach with enhanced onboarding solution

Deep Sync, a leader in omnichannel identity, AI, and data solutions, has announced its integration with Unified ID 2.0 (UID2), a leading identity solution, on The Trade Desk platform. This collaboration aims to improve match rates for advertisers on The Trade Desk, allowing them to expand their audiences and reach customers with greater precision online.

Through its Enhanced Onboarding feature, available on the Deep Sync One platform, Deep Sync enhances advertisers’ onboarding results by enriching customer data with additional identifiers, including UID2. This integration works at both the individual and household levels, helping advertisers improve addressability and increase match rates.

Pieter De Temmerman, CEO of Deep Sync mentioned that poor match rates can make it challenging to reach customers on digital platforms. With Deep Sync’s improved offline-to-online onboarding, powered by their Identity Graph, marketers can now access more of their customer base across channels. They are excited to offer enhanced onboarding directly to The Trade Desk through Unified ID 2.0.

Enhanced onboarding involves ingesting advertisers’ first-party data and matching it to Deep Sync’s extensive identity graph, which covers 97% of U.S. consumers. This matching process, based on both offline data like names and postal addresses, and online data like email addresses, allows Deep Sync to append online identifiers to customer records. These online identifiers are then delivered directly to The Trade Desk as custom audiences.

According to Gabe Richman, GM of Global Identity & Platform Strategy Partnerships at The Trade Desk, the integrating Unified ID 2.0 into Deep Sync’s enhanced onboarding solution improves match rates for first-party data activation on our platform. This collaboration enables their shared clients leveraging UID2 to connect with more of their key audiences on the open internet with greater precision.

There are three dimensions in which the identity graph of Deep Sync operates. The process begins with a deterministic identity spine that encompasses more than 260 million consumers in the United States. Hashed email addresses (HEMs), Mobile Ad IDs (MAIDs), and Internet Protocol (IP) addresses are just examples of the billions of online identifiers that are included in the second dimension. These identifiers are all linked to known individuals and households. First-party data is enriched and audience targeting capabilities are enhanced by the third dimension, which is comprised of demographic, firmographic, lifestyle, property, and geographic aspects.

Through the Deep Sync One platform, advertisers have the opportunity to create a free account in order to take advantage of enhanced onboarding. Once they have registered, they will have the ability to upload a client file, pick parameters such as targeting consumers on an individual or household level, and select a destination such as The Trade Desk. Under normal circumstances, audience activation on The Trade Desk takes place within twenty-four hours or less for advertisers who are participating in UID2.

Deep Sync is enabling advertisers to broaden their reach and communicate more effectively with their target consumers across the open web by utilising Unified ID 2.0. This is resulting in an increase in both match rates and campaign precision.