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Anup Oommen
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DAZN partners with The Trade Desk to enhance on-platform advertising capabilities

Anup Oommen
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DAZN joins a growing list of global publishers, broadcasters and advertisers adopting EUID and OpenPath to help build competitive and transparent advertising ecosystems.

DAZNDAZN is leveraging European Unified ID (EUID) to enable advertisers to transact on addressable inventory with precision.

DAZN, a leading sports entertainment platform, has entered a strategic partnership with adtech leader The Trade Desk to bring best-in-class innovation to DAZN’s platform for advertisers through enhanced targeting capabilities and connectivity to DAZN’s premium inventory.

Through the partnership, DAZN is leveraging European Unified ID (EUID) to enable advertisers to transact on addressable inventory with precision.

Additionally, OpenPath will provide advertisers with easy, direct access to DAZN’s premium inventory, while helping to ensure an efficient, transparent supply chain and enabling publishers to maximise revenue.

Joe Connors, VP Advanced Advertising at DAZN, said, “DAZN has a proven track record of putting its brand partners at the heart of sport through an approach to advertising that pushes the boundaries of innovation. Our collaboration with The Trade Desk allows DAZN to empower its partners to connect with a global audience of sports fans in an even more targeted way.”

DAZN joins a growing list of global publishers, broadcasters and advertisers adopting EUID and OpenPath to help build competitive and transparent advertising ecosystems.

As a global and digital-first sports entertainment platform, DAZN reaches hundreds of millions of unique users each month across billions of connected devices in more than 200 markets.

Programmatic advertising is a strategic area of development for the group, and by integrating EUID and OpenPath, the brand is reinforcing its commitment to innovation, addressability and trust in the programmatic supply chain.

“Live sports and data-driven advertising are the perfect match, thanks to the combination of real-time viewer engagement and relevant targeting,” said Sven Hagemeier, GM of Inventory Development at The Trade Desk.

“Our partnership with DAZN brings this synergy to life through innovations like EUID and OpenPath, which offer advertisers great transparency, cutting edge privacy controls and direct access to premium live sports content. This represents a win-win for advertisers and the industry at large,” Hagemeier concluded.

Tags:addressabilityaddressable inventoryadvertisersbroadcastersDAZNEUIDEuropean Unified IDglobal publishersinnovationinventoryJoe ConnorsOpenPathprogrammaticSPORTS & ENTERTAINMENT.sports streamingsupply chainSven HagemeiertargetingThe Trade Desktransparent advertisingtrust
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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