Montreal-based location data startup Drako has joined the growing number of companies supporting The Trade Desk’s Unified ID 2.0 (UID2) cookie alternative. 

The deal will enable Drako audience segments – based on GPS and location-based analytics – for buyers on The Trade Desk’s platform, in addition to Drako’s own in-house managed services department. Jay Goebel, general manager, data partnerships, at The Trade Desk, says transacting Drako data as UID2’s will allow advertisers and brands to activate and scale campaigns in a privacy-conscious way, which is “a win” for advertisers.

In addition, Drako’s new self-serve platform Euklid, launching in early 2023, will further allow advertisers to build their own location-based segments, using UID2s to more effectively leverage and enrich their own first-party data. The platform includes options to create, refine and sustainably scale custom audiences through an integration with The Trade Desk. 

“We believe that by using our data and by customizing desired audiences, our clients will be able to improve campaign performance and maximize return on ad spend,” said Gabriel Mongeau, CTO, Drako. “Transacting data through UID 2.0 will strengthen Euklid’s capabilities as a self-serve platform and give advertisers a forward-looking data strategy, one that is customizable to fit their needs.”