The Trade Desk Makes It Easier To Activate First-Party Data, Releases ‘Galileo’ At CES

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.

Interesting Read: Amazon Web Services Partners With Trade Desk’s UID2 To Integrate First Party Data

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.

Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!