The Trade Desk announces new all-in-one CRM data solution Galileo at Consumer Electronics Show (CES). It aims to make it easier for marketers to act on first-party data. Galileo helps advertisers match their customer data with the content owners’ audiences in order to target more effectively. The ad tech giant has built integrations across the most sought-after platforms from CDP to cleanrooms to help advertisers match audiences using Unified ID 2.0 and objectively measure performance.
Why Galileo and how does it work?
The internet is changing and the identifiers that will stand that change is deterministic, email, and phone numbers based. Advertisers need a seamless and secure way to activate their CRM data. They also need to accurately match and measure it across publishers, channels, and devices. As part of Galileo, The Trade Desk now has direct integrations with CRM, CDP, and clean room providers, including Adobe, Amazon Web Services, Habu, InfoSum, LiveRamp, Salesforce, and Snowflake.
Galileo can enable advertisers to onboard and activate their first-party data quickly and easily. It incorporates:
- Seamless and direct onboarding of first-party data from anywhere – CRM data, customer data platform (CDP), or cleanrooms. Then match the audiences instantly using Unified Id 2.0.
- Aids to extend reach across the internet, unlike the silo identity solution. The new data solution lets brands match audiences across all publishers, platforms, devices, and channels — including connected TV — which provides a true omnichannel identity environment.
- Objective reporting and measurement of identity matching and advertising performance.
First-Party data is the go-to strategy for the buyers
Using Galileo, which The Trade Desk won’t charge extra for, is the DSP’s main business driver. According to an IAB survey, 53% on the buy-side are planning to pay more attention to placing their ads with publishers with first-party in 2023. The focus is more on first-party data when compared to cleanrooms or retail media networks.
The Trade Desk wants to be the easiest way for buyers newly introduced to first-party data to learn the ropes. Samantha Jacobson, Chief Strategy Officer, The Trade Desk said that we are at the tipping point of the internet. She further added,
“The infrastructure of the internet is embracing new identity solutions built for today’s digital media consumption across different 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 forefront. With Galileo, we will help the world’s major advertisers take advantage of this by unleashing the value of their most valuable customer data.”
Galileo works in concert with new cross-channel identity solutions, including Unified ID 2.0 (UID2), which the majority of The Trade Desk’s data and publishing partners have embraced- Paramount is the most recent. It is the latest solution for TTD’s efforts for a post-cookie internet.
Edge over competitors
Trade Desk’s Galileo pitch to marketers goes beyond its now-centralized technology and explains what differentiates it from the competition. Jacobson said in the press release,
“With most walled gardens’ onboarding proposals, advertisers do not 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 granular reporting on data performance.” ”
Last year, Google released a similar solution called Publisher Advertiser Identity Reconciliation (PAIR). The Trade Desk is touting its own offering to undercut Google’s dominance. With Galileo, advertisers can use the data independently to understand how their campaigns perform.
Google confines the space of data sharing between a particular advertiser and a particular publisher, and not sharing anything out. However, the Trade Desk provides access to opted-in user data across publishers, how and where it is used, and its performance.
As reported by Adweek, Jacobson said, “With the way, Google’s approached it, advertisers can’t control when they’re marketing to me, Samantha, across different sites. They can’t understand the reach. They can’t control frequency capping.”
Furthermore, while acknowledging The Trade Desk supports PAIR’s prioritization of email-based identifiers, she said, “Google made it a black box and removed the understanding from the advertisers.”
The future is going to be first-party data and is a valuable asset where third-party data has a diminishing value. The Trade Desk and Google are both racing to develop tools to support the advertising industry’s needs.
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Paramount Advertising is enabling Unified ID 2.0 (UID2) to transact advertising deals across its owned and operated streaming channels housed within EyeQ, the company’s video advertising platform. It will allow advertisers to target viewers by matching their first-party data with audience data across Paramount inventory, with the ability to scale the solution across Paramount’s EyeQ inventory.
UID2 is an industry approach to identifying viewers pioneered by The Trade Desk. It is a cookie-less identifier that encourages the use of hashed and salted data to maximize inventory value while preserving consumer privacy. Leo O’Connor, SVP and Head of Programmatic Advertising, Paramount said,
“With EyeQ, we set out to offer advertisers a premium CTV ad solution with massive scale, bolstered by audience optimization capabilities and simple, speedy campaign execution. We are excited to leverage Unified ID 2.0 in collaboration with The Trade Desk and provide innovative, privacy-conscious audience targeting solutions for our shared advertiser clients.”
Paramount EyeQ serves as a single point of entry for advertisers across Paramount’s streaming library, including Paramount+, Pluto TV, BET, CBS News, CBS Sports Network, Comedy Central, MTV, Paramount Network, Smithsonian Channel, VH1, and more.
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Paramount-A private operator
Paramount will be supporting UID2 as a private operator. As a private operator, Paramount’s data will be hashed and salted into a UID2 token within Paramount’s tech stack before entering the programmatic ecosystem. This means that the original email address will be replaced by a random sequence of characters (numbers/letters) that cannot be traced back to it. In order to create a UID2 identifier, publishers must receive a user’s consent via email address.
With the announcement, Paramount joins several other major UID2 supporters, including Disney, Procter & Gamble, and several others who joined up to include Trade Desk’s effort. Tim Sims, chief revenue officer at The Trade Desk, said,
“Paramount’s inclusion of Unified ID 2.0 in select inventory represents a major moment in the seismic shift currently happening in TV media buying.”
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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.
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