Trade Desk launches a new media trading platform for the modern trader

THE ANGELS–(BUSINESS WIRE) – The global leader in ad technology, The Trade Desk (NASDAQ: TTD), today announced the launch of its new trading platform, Solimar, which will help marketers optimize their digital advertising campaigns on the open Internet. Designed in response to a rapidly evolving digital marketing environment, Solimar enables marketers to unleash the power of their valuable source data, drive greater precision in their digital marketing campaigns, while promoting consumer-conscious privacy. .

As a result of more than two years of product development, Solimar addresses the key concerns of today’s marketers, including easy and secure incorporation of proprietary data; the need to connect marketing performance with business growth objectives; an increasingly multi-channel digital media environment, including the rapidly growing world of CTV; and a growing focus on digital identity.

Solimar’s main new features include:

  • Advanced business and marketing goal setting that marketers optimize campaigns more precisely enable with advanced KOA AI tools from The Trade Desk.

  • Easy and secure on-board ramps for own advertiser data.

  • An advanced measurement marketplace that optimizes campaigns based on real-time performance.

  • A simplified and more powerful user experience that shows 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 change in television consumption, to demonstrating the connection between their campaigns and business growth, and driving advancements in consumer privacy-conscious. ” said Jeff Green., Co-Founder and CEO of The Trade Desk. “And we’re launching Solimar right now so marketers can take full advantage of those opportunities on the open Internet. The transparent cross-channel accuracy and measurement capabilities of Solimar stands in stark contrast to the limitations of Walled Gardens ”.

In a rapidly evolving identity environment, marketers increasingly want to activate their own source data – data they have collected about their most loyal customers, often over a relationship of years or decades. Solimar enables marketers to easily upload this data and take advantage of Internet identity advancements such as Unified ID 2.0 to nurture more loyal customers. At the same time, other major proprietary data owners, such as retailers and third-party measurement companies, are increasingly making their data available to advertisers in the Solimar measurement marketplace. This allows advertisers to track their campaign performance down to actual consumer actions.

“Solimar is the result of more than two years of engineering work and represents a breakthrough in bringing to light the most important decisions for today’s marketers,” said Dave Pickles, co-founder and chief technology officer of The Trade Desk. . “That means merchants can focus on their strategic priorities and trust Solimar to handle everything else. This is because by aggregating planning and decision making in all aspects of the purchasing cycle, Solimar acts on information in real time, ensuring that all decisions are based on data. In this way, Solimar embodies everything I have learned about media buying over the last 15 years. ”

The Trade Desk presents Solimar at a launch event today in New York City, featuring Jeff Green, Executive Director of The Trade Desk; Vinny Rinaldi, CEO, GroupM Wavemaker Head of Investment and Activation; and Joy Robbins, chief revenue officer for the Washington Post. The event will also be available via live broadcast.

About the trading desk

Trade Desk ™ is a technology company that empowers ad buyers. Through its cloud-based self-service platform, ad buyers can create, manage and optimize digital advertising campaigns across all ad devices and formats. Integrations with leading publisher, inventory, and data partners ensure maximum reach and decision-making capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices in North America, Europe, and Asia Pacific. For more information, visit thetradedesk.com or follow us on Facebook, Twitterand LinkedIn.

Mukul Garg, aka Cherry, is leading the digital marketing space in a big way.

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