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What does a world without cookies mean for identity?

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And how can we prepare for it today on the Resource Desk?

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Four Strategies for Success in a Cookie List future.

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Welcome To video number two in our series about the

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future of addressability.

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Last time we explained why a deterministic approach

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to identity is better for advertisers, publishers,

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and consumers, and how it will ultimately preserve the value

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exchange of relevant advertising.

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For free content. Today we're highlighting some strategies

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you can put into action right now

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to help you reach customers across every channel.

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No cookies required, and you can do it

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all through our platform.

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Let's check it out. Start with the audience you have

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on an opt-in internet first party CRM data is

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your most valuable asset.

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Emails collected at the point of sale on owned

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and operated channels through newsletter subscriptions,

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apps, and loyalty programs all build a foundation

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for audience modeling without cookies,

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and it can all be onboarded

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as unified ID 2.0 on the Trade Desk,

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helping you reach your customers more

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accurately and effectively.

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When you need to leverage third party data,

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simply tap into the Trade desk's marketplace of providers

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that have already adopted UID two,

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then expand across devices.

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UID twos are a great foundation for building your audience,

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but your strategy shouldn't stop there.

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By tapping into our Identity Graph Identity Alliance,

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you can expand your audience across devices

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and on CTV, helping advertisers meet consumers

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where they're most engaged with more advanced targeting,

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frequency capping measurement,

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and even forecasting, Unlock the power of connected tv.

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The most engaged, fastest growing logged in audiences on the

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open internet are on connected tv.

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With the growth of streaming,

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almost all the CTV inventory on the Trade Desk is

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based on logged in users.

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So it's no surprise as

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to why the leaders in the CTV space are

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quickly adopting UID two.

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And because connected TV devices are shared,

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the Trade Desk lets you target users at the household

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and the individual level, creating more opportunities

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to reach consumers across the entire path to purchase.

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While making the most of CTV inventory stay one step ahead.

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The more time you have to plan

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and optimize your identity strategies,

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while third party cookies are still in play,

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the better prepared you'll be when they're gone.

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As we explained in our last video,

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the future will require durable omnichannel identifiers.

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So be sure to round out your toolkit

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by focusing on identity driven strategies like Identity

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Alliance, CTV, and the benefits of deterministic IDs.

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In the meantime, your team at the Trade Desk is here

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to help you every step of the way in developing your

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identity driven media strategies for the future.

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Be sure to stay tuned to the Resource Desk

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for even more entries in our future

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of Addressability video series.

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Until then, see you next time.