Digital Envoy data lands on The Trade Desk globally

Digital Envoy has integrated its NetAcuity data into The Trade Desk, making it available globally across the open internet and connected TV.

The move gives advertisers on The Trade Desk access to ISP, mobile carrier and organisation-level signals for audience targeting. They can use those signals to build ID-based audience segments that go beyond standard geographic targeting.

Digital Envoy's NetAcuity product links IP addresses to geographic locations and adds network and contextual data. The integration is aimed particularly at advertisers in technology and telecommunications, where campaigns often depend on understanding a consumer's current provider or network connection.

That means a telecoms advertiser could target consumers based on their existing carrier or internet provider when running acquisition or switching campaigns. A technology brand could also use organisation-level data to reach audiences linked to particular businesses or networks.

The segments are live globally, including in EMEA and APAC. Those regions have posed challenges for some advertisers because more limited IP visibility can make precise audience targeting harder.

The integration also feeds into The Trade Desk's Audience Unlimited offering, which allows advertisers to combine Digital Envoy's network and carrier data with other third-party datasets to create more tailored audience groups.

Targeting shift

The agreement reflects a wider push by ad-tech companies to refine targeting as established digital signals become less consistent. Advertisers have faced growing pressure to adapt to changes in identifiers, data access and privacy expectations across digital channels.

Against that backdrop, network-level and IP-based intelligence has become one way for advertisers to preserve some precision without relying on older forms of tracking. Connected TV has drawn particular attention as brands try to apply more detailed audience strategies to streaming environments across the open internet.

For telecoms groups, the use case is especially clear because customer acquisition often centres on moments when consumers are considering a change in provider, device or service bundle. Access to carrier and ISP data can help marketers shape audience selection around those circumstances.

Charlie Johnson, Senior Vice President and General Manager, LocID and International, Digital Envoy, said advertisers are looking for stronger tools as data quality becomes more uneven across markets and channels.

"Advertisers are looking for greater accuracy in how they identify and reach audiences, particularly as signal availability and quality continue to fragment," Johnson said.

He added: "The incorporation of NetAcuity data unlocks powerful new audience strategies that simply weren't possible with geography alone: a carrier reaching consumers based on their current provider, a technology brand reaching the organisations that matter most - now available globally on The Trade Desk."

Global reach

The audience segments are available from launch across multiple markets rather than through a phased regional rollout. That approach matters for large advertisers that want to apply similar audience strategies across international campaigns, including in Europe, the Middle East, Africa and Asia-Pacific.

The integration may also give The Trade Desk a more detailed set of audience inputs for brands buying across channels such as display, video and connected TV. For Digital Envoy, the deal places its data within one of the larger independent ad-buying platforms used by agencies and brands to reach consumers across the open internet.

Jerome Eymery, Vice President, Business Development, The Trade Desk, said the partnership is intended to help advertisers act on key moments in telecoms purchasing decisions.

"One of the most valuable moments in telecom is when consumers are making a change - whether that's upgrading their phone, switching carriers, or bundling their internet service," Eymery said.

"These moments represent significant opportunities for advertisers to connect with consumers. By bringing Digital Envoy's network and carrier-level data to our platform, we're helping advertisers find and reach relevant audiences with greater precision across the open internet."