As our data shows, 70% of the population mask their online identity, making them harder to reach than ever. Much of the content they consume lives in cookie-free environments, or where alternative IDs haven’t yet gained scale. What’s more, third-party audience data is frequently inaccurate.

That’s why industry collaboration is so important. We’ve recently partnered with The Trade Desk, the world’s largest independent DSP, to bring an alignment of two key values: First, a fundamental belief that advertisers and publishers should be able to thrive across the open web rather than being constrained by walled gardens. Second, a firm commitment to prioritising interoperability across platforms, delivering a seamless experience for clients.

So why now?

The advertising ecosystem is at a crossroads: third-party cookies are being deprecated, regulators are tightening oversight, and consumer trust is paramount. While The Trade Desk’s UID 2.0 and ID-based solutions enable precision where identifiers exist, many environments – think Safari, Firefox, CTV, or privacy-conscious users – are inherently ID-free. Together, we give brands the best of both worlds: ID-based targeting where identity is present, coupled with intent-based targeting where privacy rules, scale, and signal strength matter most.

 

How is this different from other partnerships in the space?

Partnerships like this offer our customers greater flexibility in how they buy with us because our AI-driven, privacy-first data set represents a complementary offering to a DSP’s existing advanced ID-based solutions. Crucially, it can be leveraged to connect consumer intent to purchase journey, thus extending campaign reach to new audiences with pinpoint accuracy.

Now, customers gain access to a real-time intent graph, with billions of live signals transformed into contextual and audience-based segments. It’s also privacy-first by design, so there’s no reliance on cookies, MAIDs, or persistent identifiers. It’s dynamic and scalable, with 800+ always-on segments plus fully customizable models, and runs across 100+ languages from one platform (without the need for translation or multiple segments). And crucially, it’s complementary to IDs, enabling advertisers to reach intent-rich audiences in signal-dark environments where IDs cannot be applied.

 

Who benefits from the collaboration?

 Our latest partnership marks a step forward in creating a future-proofed advertising ecosystem for everyone: agencies and brands can activate full-funnel strategies without fragmentation, uniting ID and ID-free signals in one platform. This means less wastage of budget/impressions with more accuracy, especially in cookieless environments. Meanwhile, consumers are exposed to relevant, timely advertising, making for a much more seamless, organic experience without compromising privacy.

 

How does it work in practice?

As a leader in intent-based contextual targeting, Nano Interactive uses natural language GenAI to dynamically generate context, audience and brand-specific targeting across 100+ markets. Our LIIFT™ platform transforms billions of live intent signals, daily, into high-performance segments that map to every stage of the consumer journey. Now available directly in The Trade Desk’s UI, advertisers can:

 

1.Find Nano segments via the Contextual tile in TTD’s programmatic table.

  • Filter by Nano Interactive to see the full library, or
  • Search by name, topic, or audience.

2.Activate from 800+ real-time, dynamic segments, spanning:

  • Intent Personas, e.g., Gen Z, Luxury Shoppers, or Job Seekers
  • Intent Verticals, e.g., Automotive, Beauty, Finance, or Travel
  • Advertiser Sector, tailored for top industries
  • Custom segments, built from a diverse set of data inputs such as briefs or natural language queries with Nano’s GenAI-powered Intent Prompts. This dynamically generates context, audience and brand specific targeting tactics from the Intent Graph, eliminating the need for manual keyword list updates.

In essence, we’re building a significant bank of audience targeting segments that can help across a range of channels and formats, powered by advanced contextual analysis which extends far beyond contextual as we know it. Partnering with The Trade Desk, the leading independent DSP in the industry, is a natural fit for disseminating Nano Interactive’s high-quality, first-party data to advertisers throughout Europe and the US.

Through partnerships like this, we can actively contribute to a healthier global advertising ecosystem and deliver results for both our clients and those of the DSPs.