The Trade Desk incorporates identity and first-party data into Solimar trading platform | Advertising
linkedin The Trade Desk has launched a new trading platform that, among other features, will allow clients to onboard first-party data to inform media-buying strategies, replacing the need for a separate customer-data platform (CDP) or data-management platform (DMP). First-party data in the form of email addresses will be converted into Unified ID 2.0's (UID2s), allowing The Trade Desk to build the UID2 ecosystem while providing clients with identity-based targeting. The incorporation of customer data is one of the biggest enhancements of the new user interface, Solimar. ...
Source: campaignindia.in