What is UID2?
UID2 is a non-proprietary, open-sourced alternative identifier developed by The Trade Desk and supported by over 40 publishers. It enables advertisers, agencies, ad technology companies, and publishers selling advertising to continue providing relevant, personalized advertising without third-party cookies. It also provides mechanisms for consumer consent with transparency baked in.
What is the partnership about?
AWS will serve as a private operator of UID2 through the partnership. In essence, this means the company will handle its own internal version of UID2 to generate and manage the identity solution. Marketers can match their first-party data via the Amazon web services marketplace to facilitate programmatic ad placement efficiently.
The integration allows Amazon to place programmatic ads without exposing sensitive user data externally since it takes advantage of AWS Nitro Enclaves, a facility it says provides better security for customers’ personally identifiable information.
A second advantage of the pair’s integration is that PII is never directly disclosed to external parties since UID2 identifiers are encrypted into so-called “ephemeral UID2 tokens” that are shared to match users with bid requests. Furthermore, the pair says that PII will never be communicated directly between external parties due to UID2 identifiers being encrypted into non-persistent “ephemeral UID2 tokens,” which are provided to match users with bid requests.
In an emailed statement reported by Digiday, Adam Solomon, worldwide head of data collaboration & interoperability solutions, advertising & marketing tech industry at AWS said,
“One of the key requirements of running a UID2 Private Operator Service is a trusted environment for the UID2 operator application to process users’ private data, such as a user’s phone number or email address so that sensitive data isn’t accessible to other UID2 operators and providers.”
Customers who want to run UID2 workflows in the cloud will not have to do any heavy lifting with this solution. They can easily deploy UID2 Private Operator services with a click of a button in their virtual cloud environment. Solomon further added,
“This is an amazing next step in consumer identity in terms of having a service that both the sell side and buy side can leverage for advertising, targeting, measurement, activation, and planning.”
“This paradigm has important implications in the long run beyond identity that include areas such as analysis, machine learning for measurement — there is a whole host of things we can do. And cloud technologies are enabling this new way of thinking, where you can develop a service and deploy it closer to your customer’s environment. It’s the beginning of not just how we do identity, but of a new way of doing business together.”
AWS joins a handful of other data firms and agency networks—like Snowflake, InfoSum, and IPG—who have signed up to be private operators of UID2 or parties that process identifiable information in a way The Trade Desk deems privacy safe. Amazon Web Services partnership, which will help the cookieless solution gain credibility in a crowded market.
Interesting Read: A Panoramic Perspective Of Amazon’s Advertising Business!
Vox Media announced its own supply-side platform (SSP) for Concert, the company’s publisher-led marketplace, where the Trade Desk is also its exclusive demand-side platform (DSP) partner. With the launch of its own SSP, Concert will be easier than ever for programmatic buyers to deliver high-value brand advertising in brand-safe environments, driving efficiency and performance across the web’s most trusted marketplace.
Vox Media’s first-party data solution, Forte, will integrate the Trade Desk’s cookie alternative Unified ID 2.0 within the new SSP for attribution and targeting. This ensures Concert SSP campaigns can be evaluated holistically alongside other publishers. The SSP will give advertisers the ability to directly access and leverage the proprietary high-impact ad unit, Athena, across Vox Media’s editorial brands like Group Nine, The Verge, New York Magazine as well as from the premium publishers that make up the national and local ad marketplace, Concert. AJ Frucci, SVP of Media Revenue and Head of Concert at Vox Media said,
“Since launching in 2016, Concert has remained singularly focused on making it easy for brands to advertise across premium publishers effectively and with confidence, by delivering creative excellence, reach, relevance, performance, and trust. The Concert SSP delivers on this mission for programmatic buyers by providing a more direct and standardized path for activating Concert through automated channels.”
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Is Vox Media walking a tightrope?
It’s not just playing around with programmatic advertising. The company’s moving to cut out ad tech vendors that take fees only to impede the process of programmatic advertising. As part of its launch, it’s creating its own supply-side platform – something ad tech publishers use to maximize the value of impressions, but don’t own.
Concert has had a programmatic offering, but its primary focus has been managed services until now. The company also said it’s strengthening its role in the programmatic space with hopes of making it a larger share of its business. As quoted by Digiday, AJ Frucci said,
“Owning our technology allows us to be masters of our domain. Having a non-standard ad product that’s reliant on third-party technologies always puts our own product roadmap at risk.”
Recently, government bodies slammed tech giants like Google and Apple for misconduct on the part of their DSPs and SSPs as well as data misuse. Vox Media, however, believes it has an edge in the space where its SSP will offer a “more direct path” between the marketplace and the advertisers as most, if not all, of the ecosystem, is owned by third-party ad tech middlemen built to commoditize scale.
The Concert SSP will enhance the buying experience for programmatic advertisers, improving performance and efficiency. The SSP offers increased viewability controls, as well as a significant increase in access to scale across Concert’s marketplace, allowing advertisers to reach a broader set of their desired audience in one place.
Meanwhile, the Trade Desk Publisher Inventory Development Will Dorothy commented that brands will have the benefits of scale and efficiency that come with programmatic buying, while safely leveraging valuable first-party data anchored in Unified ID 2.0.
“Our partnership with Vox Media will provide advertisers access to premium content in a way that hasn’t been done before across Concert’s entire portfolio of trusted publishers, through the Concert SSP.”
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Ogury and has announced a direct integration with The Trade Desk, both being leaders in advertising globally. Through this integration, media buyers can now have access to Ogury’s high-performance, privacy-protected mobile advertising capabilities.
This direct collaboration will enable agencies to create Programmatic Guaranteed campaigns, leveraging Ogury’s curated inventory, data targeting capabilities, and global presence to run ads more effectively, in accordance with an industry-wide trend toward Supply Path Optimisation.
Thomas Pasquet, CEO, Ogury said –
“We’re glad to work more closely with The Trade Desk, one of the world’s leading DSPs. Programmatic buying represents an important part of our revenue. With this direct integration we’re simplifying the life of media buyers, allowing them to easily get access to our unique solution based on quality inventory and relevant targeting, with user privacy in mind.”
In this collaboration, The Trade Desk can take advantage of Ogury’s following integrated solutions:
- Expanded reach across mobile settings, with inventory available in both apps and on the mobile web.
- Brand-protection tools, such as pre-bid fraud prevention.
- Personified Targeting, which is not dependent on cookies or IDs, leverages proprietary data to target custom-defined, qualified leads at large.
- Direct access to Ogury’s partner inventory, with the purpose of lowering campaign costs.
- Ad placement via a portfolio of completely on-screen formats that show all of the ad’s pixels for the duration of the ad’s exposure period.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
While Ogury transactions have been accessible on The Trade Desk for some years, this new direct integration enables media buyers to quickly activate new types of partnerships like Programmatic Guaranteed.
Media buyers may now use a variety of buying strategies to obtain Ogury’s data-enriched impressions. Similarly, publishers in Ogury’s ecosystem gain from increased demand for their advertising inventory, which The Trade Desk’s brand and agency clients provide.
The Trade Desk, a global advertising technology leader, enters into a partnership with the Choueiri Group. The latter is a leading media representation group in the Middle East that shares close ties with the region’s largest broadcasters and publishers.
Why this partnership?
The partnership will provide greater access to programmatic ad inventory in the Middle East region. It will allow advertisers to launch and manage their digital campaigns across multiple channels like DOOH, Connected TV (CTV), desktop, and mobile.
Trade Desk and Choueiri Group: An Expertise Exchange
Choueiri’s extensive inventory will offer scale to the brands. Advertisers will also benefit from Trade Desk’s enhanced measurement and data capabilities. It will help them to provide a better customer experience and advanced campaign performance. Choueiri’s newly formed in-house agency, InMotion FZ LCC, will also utilize Trade Desk’s technology to assist local brands to meet their marketing targets.
The partnership will provide global and local brands access to Choueiri Group’s range of inventory across MENA, Europe, and Japan.
Relevant Read: Trade Desk Partners With Samsung Ads For Programmatic CTV
That’s What They Said
Phil Duffield, UK Vice President at The Trade Desk, said,
This partnership combines The Trade Desk’s technical prowess with the Choueiri Group’s unrivalled media connections – a powerful combination for advertisers. Together, we will bring advertisers a media-buying experience that’s independent, objective and helps them reach audiences through data-driven targeting
He also said that the TD was especially enthralled that Choueiri Group will be able to use their platform, which just underwent the most significant update in its history, to push digital advertising ahead in the region. Duffield further added –
The MENA region, with Choueiri Group at the forefront, is on an exciting journey of digital transformation and we’re delighted to be providing them with the tools to make the most of every opportunity
Michel Malkoun, Chief Growth Officer at Choueiri Group added that they are thrilled to work with the top-class platform with advanced expertise, The Trade Desk. He further said,
There has long been a gap between planning and delivery when it comes to programmatic in MENA, but through this partnership, we can join up the process and drive better results, elevating the perception of this type of advertising technology in MENA.
Malkoun said that they are eager to leverage this relationship to combine more thoughtful, data-driven buying methods and fully use The Trade Desk’s platform’s capabilities.
The partnership will be officially live by the end of 2021.
The Trade Desk has announced a new trading platform, Solimar, that will allow clients to integrate first-party data to guide media-buying strategies, eliminating the need for a separate customer-data platform (CDP) or data-management platform (DMP).
By the virtue of this move, the Trade Desk will be able to build the UID2 ecosystem while offering users identity-based targeting as the first-party data will be transformed into Unified ID 2.0 (UID2s) from e-mail addresses.
One of the most significant improvements of the new user interface, Solimar, is the inclusion of client data. To include client feedback in the launch, The Trade Desk performed two months of private beta testing with a limited group of its major clients.
Coming from the Spanish words, ‘ sol y mar’ meaning ‘ sun and sea’, Solimar, for the Trade Desk, symbolizes the “perfect moment” when the sun and the sea meet during sunrise/sunrise.
Trading specialist Dawn Chan said in a briefing call –
This is what our release represents—it’s the perfect moment in our industry as we head into a new age of advertising, one that is digital and data-driven and also moves beyond the complexities of our ecosystems around siloed data and single-channel strategies
He added that the company wants to concentrate on enhancing advertisers’ capacity to do what’s best for their business as well as for consumers.
Mitch Waters, The Trade Desk’s SVP of Southeast Asia, India, and ANZ, told Campaign Asia-Pacific in a briefing call that it has been two years approximately since the development of Solimar first began.
The Trade Desk had three important areas of attention for Solimar, in addition to easy onboarding of first-party data: strengthening the user interface, putting goals at the forefront of campaigns, and including enhanced planning and optimizations.
Koa, an artificial intelligence application that gives suggestions throughout the campaign development and while it is running, is used to optimize campaigns.
According to Waters, this combined with what the business says is a more simplified and intuitive platform design intends to free traders from the tedious work of setting up campaigns and line items, allowing them to focus more on insights. Both agency and in-house teams have been considered when developing the platform.
Solimar launched on 7th July’21, comes three years after Trade Desk released its user interface, Megagon.
Waters said –
Essentially we had to build the plane while flying it [since] we had our old platform to stand up. We have the vision of what we want to achieve…then what we do is work backwards in terms of resourcing and everything else we have to do on an everyday basis. We release product every week, and our team have requests every other week that we need to prioritise
He added –
It was about working together to keep the pace of everyday innovation, as well as building something scalable and meaningful
The Solimar Platform
To help buyers make smarter choices, the Solimar platform starts with a ‘Live flight summary,’ which displays what The Trade Desk considers to be the most significant data for growth, such as:
- Goals: Does the client have a suitable marketing mix?
- Pacing: Is the client on schedule and expected to spend the full amount?
- Channels: Is the channel mix suitable, or is there space for diversification through emerging channels such as DOOH?
- Data: Is the client successfully utilizing data? This section shows how many campaigns are based on first-party, third-party, or no data.
Advertisers may now measure against many KPIs, categorized as primary, secondary, and tertiary, using the new campaign creation tools.
Adbrain’s campaign insights, such as reach and frequency, can be examined at the household, individual, or unique-ID level.
Also, planners can use a forecasting tool to adjust targeting settings and observe how it affects the reach and frequency of a campaign.
Waters, who sees this technology as particularly useful in APAC because of the dispersion of platforms between markets, says –
One area where we have seen a lot of demand is within OTT. If you are buying individually, you don’t have complete view of what an OTT opportunity might look like. Being able to see holistically what an OTT opportunity is across major partners within Indonesia
Solimar’s performance-enhancing features are powered by the Koa AI engine. When a client develops a new campaign, Koa will recommend KPIs based on the customer’s given objectives, cross-device vendors, a budget split by channels, retargeting, lookalike audiences, and contextual techniques, among other things.
Furthermore, the Koa Identity Alliance is a cross-device graph that integrates leading and new ID solutions such as LiveRamp IdentityLink, Oracle Cross Device, Tapad Device Graph, and Adbrain Device Graph, removing clients’ “guesswork” about identity resolution.
The Trade Desk intended to make Koa’s decisions visible, so clients may see which CPMs, tactics, and data segments the AI chose, and change or disregard Koa’s suggestions as needed.
One of Solimar’s main advances is incorporating the value of a client’s first-party data or third-party audiences to inform their media purchase.
Clients can identify their target consumers in the campaign setup in the form of first-party or third-party data, which will act as a seed audience for Koa to build when making suggestions.
Brands can submit first-party data such as pixels, app data, and IP addresses directly into the platform or import data from a third-party DMP or CDP via a data section.
If a client decides to import CRM data as email addresses, they will be translated to UID2s automatically. After the UID2s have been converted, the platform will scan them to see how many are ‘active UID2s,’ or how many of these users have been active in the programmatic universe in the previous week.
If the client decides to act on those UID2s, they will be transmitted into the programmatic environment to match the publisher side, resulting in a synchronized UID2 ecosystem.
The Trade Desk, a global advertising technology firm, has announced the success of a programmatic DOOH campaign with L’Oréal in the Middle East – a first for both brands in the area.
The campaign, which intended to raise awareness of L’Oréal’s new Yves Saint Laurent Libre Intense perfume, was advertised on digital screens strategically positioned in Dubai’s trendiest locations such as DIFC Gate Village and Sheikh Zayed Road.
It is the first time in the Middle East that L’Oréal has initiated a DOOH campaign using advertising inventory purchased programmatically through The Trade Desk.
The campaign successfully reached 1.4 million individuals and had a bid win percentage of 95%. L’Oréal was able to target audience groups by geography using The Trade Desk’s platform, based on where programmatic DOOH was accessible.
Universal Media (UM), a worldwide media and advertising firm, and Matterkind, an activation intelligence business, were instrumental in making the campaign a reality.
James Patterson, VP of Client Services, EMEA, at The Trade Desk, said –
“The results of our latest campaign in MENA with L’Oréal precede an exciting shift in the world of adtech – DOOH is coming back to centre stage as the world gets back on its feet. We’re thrilled to be able to support our clients with smart, user-friendly technology.”
Patterson also added this campaign is a significant step forward for the region in terms of programmatic DOOH, and that they look forward to assisting their clients in reaping the benefits of this new channel in the near future.
Bishr Hamwi, online brand manager (YSL) at L’Oréal, said that the Gulf area is ecstatic to be able to get DOOH placements via programmatic – YSL has been monitoring its efficiency and effect for brands in the UK and US and they thought it would perform well in the Gulf as well.
He said that their team was overjoyed when YSL became the first brand in the GCC area to trial it for their hero launch, LIBRE EDP INTENSE!
Hamwi added –
“Thanks to UM and The Trade Desk, the campaign exceeded our expectations and we are looking forward to accessing more programmatic DOOH inventory available in the coming months.”
It is important to note that while this is the first campaign for a DSP in the region, it will not be the last. Why?
Because The Trade Desk intends to strengthen its relationships with local partners in order to increase the presence and reach of brands utilizing the platform in the region.
Morgane Desessard, UM media supervisor said the fast-paced test-and-learn methodology of L’Oréal Luxury division to planning and buying DOOH inventory programmatically was an intriguing potential that they wanted to explore to support their digital media advertising mix.
Deseddard also added that with the help of its sister business, Matterkind, they were able to launch their first DOOH campaign through The Trade Desk. This allowed them to take advantage of benefits such as flexibility in terms of area and time, as well as access to real-time data.
Gosia Wajchert, Head of Matterkind, part of IPG Mediabrands, commented –
“Matterkind and The Trade Desk have been working on programmatic innovations and FIRST IN MENA products for a year now and I am really pleased to see the continued results that come out of our partnership.”
Implemented in association with Broadsign Reach SSP and local publishers Backlite Media and Elevision, the campaign ran for a period of two months during Spring 2021.