DAZN, has announced a partnership with The Trade Desk, a global advertising technology company, to bring best-in-class innovation to DAZN’s platform for advertisers across Europe through enhanced targeting capabilities and connectivity to DAZN’s premium inventory.
DAZN is leveraging European Unified ID (EUID) to enable advertisers to transact on addressable inventory with great 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 over 200 markets. Programmatic advertising is a strategic area of development for the group, and by integrating EUID and OpenPath, DAZN 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.”
