The Trade Desk Launches New Media Trading Platform for the Modern Marketer
July 07 2021 - 9:00AM
Business Wire
Solimar Integrates Advanced Goals-Based
Media Buying, Easy First-Party Data Onboarding, and Innovative
Measurement Marketplace
Global advertising technology leader, The Trade Desk
(NASDAQ:TTD), today announced the launch of its new trading
platform – Solimar – that will help marketers optimize their
digital advertising campaigns across the open internet. Designed in
response to a rapidly evolving digital marketing environment,
Solimar enables marketers to unleash the power of their valuable
first-party data, drive greater precision in their digital
marketing campaigns, while advancing consumer-conscious
privacy.
The result of more than two years of product development,
Solimar addresses key concerns for today’s marketers, including
easy and secure onboarding of first-party data; the need to connect
marketing performance to business growth goals; an increasingly
cross channel digital media environment including the fast growing
world of CTV; and a rising focus on digital identity.
Major new features of Solimar include:
- Advanced marketing and business goal setting that allows
marketers to optimize campaigns more precisely with The Trade
Desk’s advanced KOA AI tools.
- Easy and secure onboard ramps for first-party advertiser
data.
- An advanced measurement marketplace that optimizes campaigns
based on real-time performance.
- A simplified and more powerful user experience that surfaces
the strategic decisions critical to the success of a campaign.
“We are at an important moment in the evolution of digital
advertising. Marketers are eager to address a wide range of
emerging opportunities, from the once-in-a-generation shift in TV
consumption, to proving the connection between their campaigns and
business growth, and driving advances in consumer-conscious
privacy,” said Jeff Green, Co-Founder and CEO, The Trade Desk. “And
we are launching Solimar at this moment so that marketers can fully
embrace those opportunities on the open internet. The transparent
cross-channel precision and measurement capabilities of Solimar
stand in strong contrast to the limitations of Walled Gardens.”
In a rapidly evolving identity environment, marketers
increasingly want to activate their own first-party data – data
they have gathered about their most loyal customers, often through
a years or decades-long relationship. Solimar enables marketers to
upload this data easily, and leverage advances in internet
identity, such as Unified ID 2.0, in order to nurture more loyal
customers. At the same time, other major first-party data owners,
such as retailers and offsite measurement companies, are
increasingly making their data available to advertisers in
Solimar’s measurement marketplace. This enables advertisers to
track the performance of their campaigns to actual consumer
actions.
“Solimar is the result of more than two years of engineering
work, and represents a breakthrough in surfacing the most important
decisions for today’s marketers,” said Dave Pickles, Co-Founder and
CTO, The Trade Desk. “That means traders can focus on their
strategic priorities, and rely on Solimar to handle everything
else. That’s because by adding planning and decisioning into every
aspect of the buying cycle, Solimar acts on information in
real-time, ensuring all decisions are data-driven. In this way,
Solimar embodies everything I’ve learned about media buying over
the last 15 years.”
The Trade Desk is unveiling Solimar at a launch event today in
New York City, featuring Jeff Green, CEO of The Trade Desk; Vinny
Rinaldi, Executive Director, Head of Investment & Activation
for GroupM’s Wavemaker; and Joy Robbins, Chief Revenue Officer for
the Washington Post. The event will also be available via
livestream.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of
advertising. Through its self-service, cloud-based platform, ad
buyers can create, manage, and optimize digital advertising
campaigns across ad formats and devices. Integrations with major
data, inventory, and publisher partners ensure maximum reach and
decisioning capabilities, and enterprise APIs enable custom
development on top of the platform. Headquartered in Ventura, CA,
The Trade Desk has offices across North America, Europe, and Asia
Pacific. To learn more, visit thetradedesk.com or follow us on
Facebook, Twitter, and LinkedIn.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210707005069/en/
Ian Colley Communications The Trade Desk PR@thetradedesk.com
The Trade Desk (NASDAQ:TTD)
Historical Stock Chart
From Aug 2024 to Sep 2024
The Trade Desk (NASDAQ:TTD)
Historical Stock Chart
From Sep 2023 to Sep 2024