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Sports streaming giant DAZN has entered a strategic alliance with The Trade Desk to strengthen its advertising solutions, providing brands with more precise targeting and streamlined access to its premium sports content.
A central feature of the partnership is the adoption of the European Unified ID (EUID), which will allow advertisers to buy addressable inventory with greater accuracy. In addition, OpenPath will enable direct, simplified access to DAZN’s ad inventory, helping ensure a transparent, efficient supply chain while supporting publishers in maximizing returns.
Joe Connors, DAZN’s VP of Advanced Advertising, emphasized: “DAZN has consistently put its brand partners at the core of the sports experience by embracing advertising innovation. Working with The Trade Desk gives us the ability to help our partners connect with sports fans worldwide in more targeted and impactful ways.”
With this move, DAZN joins an expanding roster of media companies and publishers adopting EUID and OpenPath to build more competitive and trustworthy advertising ecosystems.
As a global, digital-first platform, DAZN serves hundreds of millions of sports fans each month across billions of connected devices in more than 200 markets. The integration of programmatic tools such as EUID and OpenPath underlines the company’s focus on innovation, audience addressability, and supply chain transparency.
Sven Hagemeier, GM of Inventory Development at The Trade Desk, noted: “Live sports and data-driven advertising are a natural fit. This collaboration with DAZN brings that synergy to life, offering advertisers enhanced privacy safeguards, direct access to premium live sports, and greater transparency across the ecosystem.”
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