OS Data Solutions launches OSDX as a data infrastructure for the Agentic Era – The Trade Desk is the first integration partner

With its new data management platform, OSDX, OS Data Solutions – part of the Ströer Group – is taking full control of its data solutions and creating the infrastructure for AI-powered campaign automation.

OS Data Solutions (OSDS), one of Germany’s leading data providers for digital marketing and a subsidiary of Ströer, is launching OSDX – its own data management platform, which, for the first time, brings together the company’s entire data offering under a unified, directly controlled infrastructure. The Trade Desk, the world’s leading independent advertising technology company, will be the first external partner to be directly integrated.

The German advertising market is undergoing structural change: identity solutions are replacing third-party cookies, audience targeting requires high-quality first-party data, and the introduction of AI-powered campaign automation is placing new demands on data infrastructures. OSDX is OSDS’s response to precisely this transformation.

Bundled access to strong German audiences 

Until now, OSDS’s Multi-ID Audiences have been provided via Virtual Minds’ DMP, The Adex. With OSDX, OS Data Solutions is migrating them to its own infrastructure, where they are managed alongside the contextual and geo-data that is already directly available. The result: a fully integrated data offering from a single source – with greater timeliness, shorter activation times and more flexibility for last-minute campaign launches.

OSDS combines Ströer’s digital reach and first-party data with high-quality data from relevant partners. Added to this are the OSDS Contextual Classifier and , which adhere to the joint, independent classification standard of the OVK’s AdTech & Programmatic unit, as well as a comprehensive range of geo-data for precise location-based audience targeting. This data offering is now available to advertisers and agencies directly within The Trade Desk’s Kokai platform – for programmatic campaigns across CTV, mobile, desktop, audio and digital out-of-home.

“With OSDX, we are laying the technological foundations to bring our data solutions to market in an even more direct, up-to-date and flexible manner,” says Tobias Emmer, Managing Director at OS Data Solutions. “For our clients, this means: all data from a single platform, significantly faster implementation of data-driven campaigns – and the assurance that their activations are based on data that meets the highest German quality and data protection standards.”

The Trade Desk is integrating OSDX directly into its Kokai platform

For The Trade Desk, the direct integration of OSDX provides an additional, consistent and high-quality data feed into the Kokai platform. In conjunction with The Trade Desk’s Data Marketplace, advertisers can utilise audience segments more flexibly and efficiently – provided the underlying data is up to date, structured and immediately available.

“For successful omnichannel campaigns, high-quality, directly activatable data is not an option – it is a prerequisite,” says Chris Walter, Senior Director of Data Partnerships EMEA at The Trade Desk. “The direct integration of OSDX into our Kokai platform expands the range of data available to our clients right where they manage their campaigns. In this way, we promote transparent, data-driven media buying on the open internet.”

OSDX and the Agentic Era: Data infrastructure for AI-powered campaign processes

OSDX is not merely a technical consolidation – it is a strategic positioning for the next phase of programmatic marketing. As part of the platform, OS Data Solutions provides an MCP (Model Context Protocol) server through which AI applications and autonomous agents can interact in a structured manner with data sources and platform functions.

In practical terms, this means that AI systems can automatically check data availability, develop segment ideas and prepare activation processes – based on controlled interfaces and defined data access. OSDX is therefore aligned with the direction The Trade Desk is taking: a world in which campaign workflows are increasingly driven by AI agents and data partners must provide machine-readable, structured interfaces.

“The expanded direct partnership with The Trade Desk is an important step for us in making our high-quality local audience data available where advertisers implement their omnichannel strategies,” says Tobias Emmer. “With the MCP server, we are simultaneously building a bridge to the Agentic Era: our data infrastructure is ready for AI-supported marketing processes – today and in the future.”

 

About OS Data Solutions

OS Data Solutions is one of Germany’s leading data providers for digital marketing. The Ströer subsidiary provides high-quality data with broad reach to enhance the impact and experience of digital advertising. OS Data Solutions was founded in June 2019 and combines Ströer’s digital reach and first-party data with high-quality data from relevant partners (including the PAYBACK Panel). Its offering includes multi-ID audiences, contextual targeting in accordance with the OVK standard, and geo-data – all of which can be activated via all relevant programmatic channels.

Further information: www.osdatasolutions.de