Trade Desk integrates identity and first party data into the Solimar trading platform

The Trade Desk has launched a trading platform which, among other features, will allow clients to integrate first party data to inform media buying strategies, replacing the need for a data platform. client or a separate data management platform.

First party data in the form of email addresses will be converted to Unified ID 2.0, allowing the Trade Desk to build the UID2 ecosystem while providing clients with identity-based targeting.

One of the biggest improvements to the user interface, Solimar, is customer data integration.

Solimar ran for two years and is “by far our biggest iteration to date,” said Mitch Waters, senior vice president of the Trade Desk for Southeast Asia, India and ANZ, during ‘a conference call.

In addition to the easy integration of first party data, The Trade Desk had three key areas for Solimar: improving the user interface, bringing goals to the fore in campaigns, and integrating better planning and optimizations.

Campaign optimization is powered by an artificial intelligence tool called Koa, which makes suggestions throughout campaign creation and while a campaign is live. This, along with what the company says is a more streamlined and intuitive design of the platform, aims to take merchants away from the tedious work of setting up campaigns and line items so they can focus more on information. , explained Waters. The platform was designed with both agency teams and internal teams in mind.

Dave Pickles, co-founder and CTO of The Trade Desk, said in a statement that Solimar represents a “breakthrough in highlighting the decisions that matter most to marketers today,” which means ” traders can focus on their strategic priorities and rely on Solimar to handle everything else. “

Since The Trade Desk is the largest independent adtech company in terms of market value, its investments in the platform are useful barometers of current advertising priorities.

Behind the construction

The name Solimar is derived from the Spanish “sol y mar”, which means sun and sea. For The Trade Desk, Solimar represents the “perfect moment” where the sun meets the sea during a sunset or sunrise. Sun.

“This is what our release stands for: Now is the perfect time for our industry as we enter a new era of advertising, a digital and data-driven era, which also transcends the complexities of our ecosystems around siled data and single channel policies. “Trading specialist Dawn Chan explained on the conference call.” Instead, we want to focus on maximizing the ability of advertisers to do what’s right for their business, as well as what’s right. for consumers. ”

In a statement, Jeff Green, co-founder and CEO of the company, said, “We are at an important moment in the evolution of digital advertising. Marketers are eager to seize a wide range of emerging opportunities, from the one-time shift in television consumption, to prove the connection between their campaigns and business growth and advance consumer privacy. And we are launching Solimar right now so marketers can fully seize these opportunities on the open Internet.

The June 7 release came just three years after The Trade Desk’s last UI launch, Megagon.

“Basically we had to build the plane while flying it [since] we had our old platform to stand on, ”Waters explained. “We have a vision of what we want to accomplish … so what we do is work backwards in terms of resources and everything we need to do on a daily basis. We release a product every week, and our team has bi-weekly requests that we need to prioritize. It was about working together to keep the pace of daily innovation, as well as building something scalable and meaningful. ”

The Trade Desk conducted two months of private beta testing with a select group of its top customers to incorporate customer feedback into the launch.

The platform

To encourage better buying decisions, the Solimar platform opens with a “Live Flight Summary” that shows what the Trade Desk believes is the most important information to drive growth, including:

  • Goals: Does the customer have the right marketing mix?
  • Rhythm: Is the client on schedule and planning to spend in full?
  • Canals : Is the channel mix appropriate or is there room for diversification among emerging channels like DOOH?
  • Data: Is the customer using the data effectively? This segment provides an overview of the number of campaigns using proprietary, third-party, and data-less data.

An example of what the live flight section would look like for an advertiser New campaign building tools include the ability for advertisers to measure themselves against more than one KPI, labeled as primary, secondary, and tertiary.

Campaign information such as reach and frequency, measured by Adbrain, can be viewed at household, person or unique ID level.

A seller information dashboard shows an advertiser’s spend among their top 25 publisher partners through metrics such as auction type, device type, advertising environment, supplies provider, ads.txt and ad format.

A forecasting tool allows planners to toggle targeting settings to see how changes can impact the reach and frequency of a campaign. Waters considers this tool to be particularly relevant within APAC due to the fragmentation of platforms between markets.

“One area where we have seen strong demand is OTT. If you buy individually, you don’t have a complete picture of what an OTT opportunity might look like. Being able to see in a holistic way what an OTT opportunity is among the major partners in Indonesia, for example, we are starting to come to a place where it is much easier to oppose it, ”he said. .

Elsewhere, a report section contains a full menu of report templates, from conversion optimization to frequency distribution to tracking tags, as well as measurement integrations with Oracle, Foursquare and more. An integration with Lucid allows clients to conduct brand lift studies within the platform. There will also be a range of local partner integrations; in the APAC region, this includes a recently announced offline attribution partnership in Australia with Unpacked by Flybuys.


The Koa AI engine powers the performance enhancing features of Solimar. For example, when a customer creates a new campaign, Koa will offer KPIs based on the customer’s stated goals, cross-device vendors, a budget divided by channels, and strategies like retargeting, lookalike or contextual audiences.

Meanwhile, the Koa Identity Alliance is a multi-device graph that integrates leading and emerging identification solutions such as LiveRamp IdentityLink, Oracle Cross Device, Tapad Device Graph, Adbrain Device Graph, removing the “guesswork” on solving d identity for customers.

The Trade Desk wanted to make Koa’s decisions transparent, so clients could click to see which CPMs, strategies, data segments the AI ​​selected, and modify or ignore Koa’s recommendations as they saw fit.

First party data

As previously noted, integrating the utility of a customer’s first party data or third party audiences to inform their media purchase is one of Solimar’s greatest innovations.

In the campaign setup, customers can specify their target customer in the form of proprietary or third-party data, which will serve as the target audience from which Koa will model to provide recommendations.

A data section provides several options for brands to upload first party data including pixels, application data, and IP addresses directly into the platform, or import data from a DMP or a third-party CDP.

If a customer chooses to integrate CRM data in the form of email addresses, they will automatically be converted to UID2. Once converted, the platform will analyze UID2s to assess how many are “active UID2s,” which refers to the number of those users who have been active in the programmatic universe over the past week.

If the client chooses to act on these UID2s, they will be passed to the programmatic ecosystem to match the publisher side, thus creating the UID2 ecosystem in tandem.

For advertisers who do not have first party data, which is “prevalent in the APAC region,” Chan acknowledged, an audiences tab allows advertisers to access a market for second and third party data so that they can still use interest segments. , purchase intent segments and demographics.

Source: Asia-Pacific Campaign

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