Scripps Partners with Trade Desk to Enhance Data-Driven Advertising
Scripps, a leading media company, has announced a partnership with The Trade Desk, a global leader in demand-side platforms, to empower advertisers with advanced data-driven tools for more efficient and effective campaigns. This collaboration integrates Scripps’ first-party data with The Trade Desk’s industry-leading platform. Advertisers can now leverage Scripps’ rich audience insights, derived from its vast network of television stations, streaming services, and digital platforms, to tailor their campaigns to specific consumer segments. With enhanced data capabilities, advertisers can: *
Target audiences with precision:
Identify and reach specific demographics, interests, and behaviors based on Scripps’ comprehensive audience data. *
Optimize campaigns in real-time:
Monitor campaign performance and make adjustments based on real-time data insights to maximize results. *
Measure campaign effectiveness accurately:
Measure the impact of campaigns across multiple channels, providing a clear understanding of return on investment. “Our partnership with The Trade Desk expands our data offerings and empowers advertisers with unparalleled targeting and measurement capabilities,” said Brian Lawlor, President of Local Media for Scripps. “This collaboration will revolutionize the way advertisers reach and engage audiences on our platforms.” “We are thrilled to partner with Scripps to provide advertisers with access to their valuable first-party data,” said Jeff Green, Co-Founder and CEO of The Trade Desk. “This integration will enhance the precision and effectiveness of data-driven advertising campaigns at scale.” This partnership strengthens Scripps’ position as a leading provider of data-driven advertising solutions. Advertisers can now leverage the combined power of Scripps’ first-party data and The Trade Desk’s industry-leading platform to maximize the reach and impact of their campaigns.E.W. Scripps Enhances Programmatic Advertising with The Trade Desk Technologies
E.W. Scripps Enhances Programmatic Advertising with The Trade Desk Technologies
E.W. Scripps Co. has partnered with The Trade Desk to streamline its programmatic ad-buying process for advertisers. By adopting two new technologies—OpenPass and Unified ID 2.0 (UID2)—Scripps aims to simplify audience targeting and campaign performance measurement. OpenPass, an independent single sign-on solution, enables publishers to authenticate users and increase identity signals on their inventory. This allows advertisers to better measure campaign success. UID2, on the other hand, provides advertisers with enhanced audience identification and performance measurement capabilities across Scripps’ diverse portfolio of sports, news, and entertainment content. Through the integration of OpenPass and UID2, Scripps aims to deliver a more personalized advertising experience for consumers while providing advertisers with access to its highly engaged audience. Brian Norris, Chief Revenue Officer of Scripps, emphasized that these technologies will solidify the company’s position as a premium streaming destination. Will Doherty, Vice President of Inventory Development at The Trade Desk, highlighted the importance of authenticated environments for advertisers in the future. He commended Scripps for embracing these solutions that prioritize consumer safety and aim to deliver premium results for advertisers. The adoption of OpenPass and UID2 by E.W. Scripps is a significant step in the evolution of programmatic advertising. By leveraging these technologies, the company enhances its value proposition for advertisers while continuing to provide high-quality content to its audiences nationwide.Scripps and The Trade Desk have announced a partnership to provide advertisers with new data-driven tools. The partnership will allow Scripps to leverage The Trade Desk’s data and technology to improve its advertising effectiveness. Scripps is a leading media company that owns and operates 61 television stations, 15 radio stations, and several digital platforms. The Trade Desk is a global advertising technology company that provides advertisers with a platform to buy and manage digital advertising campaigns. The partnership will allow Scripps to use The Trade Desk’s data to better target its advertising campaigns. Scripps will also be able to use The Trade Desk’s technology to improve its ad delivery and measurement. The partnership is expected to benefit advertisers by providing them with more effective and efficient advertising campaigns. Advertisers will be able to use Scripps’ data to better target their campaigns and The Trade Desk’s technology to improve their ad delivery and measurement. The partnership is a significant development in the advertising industry. It is one of the first partnerships between a major media company and a major advertising technology company. The partnership is expected to have a major impact on the way that advertisers buy and manage their digital advertising campaigns.
