Trade Desk unveils new approach to activating advertiser data

Trade Desk unveils new approach to activating advertiser data

Trade Desk has unveiled its new approach to advertiser first-party data activation, Galileo.

Advertisers are increasingly seeking to activate their valuable customer data as securely as possible to optimize media buying 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).

James Bayesmanaging director of The Trade Desk Australia and New Zealand, said: “We are at a tipping point for the open internet.”

“The Internet’s infrastructure includes new identity solutions built for today’s digital media consumption across devices and apps, such as Unified ID 2.0. In doing so, they are creating the richest identity ecosystem we’ve ever experienced, and one that aims to put consumer privacy at the top.

“With Galileo, we will help the world’s largest advertisers take advantage of this by unlocking the value of their most valuable customer data,” Bayes added.

Galileo can enable advertisers to onboard and activate 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 adaptability 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.

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Bayes said: “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.

“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,” he added.

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, Snowflake and Tealium.

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