The Trade Desk has forged partnered with publisher partner The Ozone Project to associate more brands than ever before with high-quality news and journalism.
The tie-up will connect advertisers with 99% of online adults, providing a brand-safe environment composed of 12 premium publishers including News UK, Guardian Media Group, Telegraph Media Group and Reach, with a combined reach of 45 million UK adults.
The marriage streamlines the process for The Trade Desk’s programmatic advertisers taking space from Ozone’s partner publishers, ensuring that relevant advertising is paired with strong content transparently.
Dave Castell, general manager of inventory partnerships EMEA at The Trade Desk, said: “The open internet is the linchpin of free, quality journalism – it’s through relevant advertising and a transparent digital ecosystem that the critical work of journalists can be funded.
“Our advertisers have direct access to quality inventory through a partner that fundamentally agrees with us about what really matters – supporting premium content and quality journalism.”
Danny Spears, chief operating officer at The Ozone Project, added: “This new inventory-led integration has the potential to provide approved buyers with the additional opportunity to access our scaled data and identity solutions that deliver better results for advertising in Ozone environments.”
The partnership coincides with the phasing out of third-party cookies, opening up the possibility for Ozone’s proprietary identity solution, Ozone ID, to be shared with approved clients of The Trade Desk.