Trade Desk launches Galileo
Global advertising technology company, The Trade Desk, has announced the launch of Galileo – a new approach for advertiser first-party data activation.
Advertisers are increasingly seeking to activate their valuable customer data as securely as possible to optimize media buys across all digital media, while accurately measuring results and business outcomes.
Many big brands spend years building strong relationships with their loyal customers, generating unique and valuable insights about their target audiences. Galileo can enable brands to unlock this data in a privacy-conscious way to find new customers who share similar characteristics. Galileo works together with new cross-channel identity solutions, including Unified ID 2.0 (UID2).
“We are at a tipping point for the open internet,” said Tejinder Gill, Managing Director, The Trade Desk, India. “The infrastructure of the Internet includes new identity solutions built for today’s digital media consumption across various devices and apps, such as Unified ID 2.0. In doing so, they are creating the richest identity ecosystem we have ever experienced, and one that aims to put consumer privacy at the forefront. With Galileo, we will help the world’s largest advertisers take advantage of this by unlocking the value of their most valuable customer data.”
Galileo can enable advertisers to onboard and activate their first-party data quickly and easily. It contains:
- Seamless and direct integrations with all major customer relationship management (CRM), customer data platform (CDP) and other data and cleanroom providers, so advertisers can immediately start matching audiences using UID2.
- Audience matching across all publishers, platforms, devices and channels – including connected TV – providing a true omnichannel identity environment.
- Objective reporting and measurement of identity matching and ad performance.
“With most walled-garden onboarding propositions, advertisers don’t get a transparent view of how their data is performing, and therefore how their campaigns are performing,” Gill said. “Galileo and Unified ID 2.0 remove this obstacle and allow advertisers to optimize their data across all digital advertising channels with detailed data performance reporting.”
As part of Galileo, The Trade Desk now has direct integrations with CRM, CDP and cleanroom vendors including Adobe, Amazon Web Services, Habu, InfoSum, LiveRamp,
Salesforce and Snowflake.