MAM

The Trade Desk launches new media trading platform Solimar

The platform enables marketers to unleash the power of their valuable first-party data.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/07/08/solimar.jpg?itok=6tuiA-Ak

MUMBAI: Global advertising technology company, The Trade Desk (NASDAQ:TTD) announced Thursday the launch of its new trading platform, Solimar that will help marketers optimise their digital advertising campaigns across the open internet.

Designed in response to a rapidly evolving digital marketing environment, the platform enables marketers to unleash the power of their valuable first-party data, drive greater precision in their digital marketing campaigns, while advancing consumer-conscious privacy, the tech company said in a statement.

The result of more than two years of product development, Solimar addresses key concerns for today’s marketers. This includes easy and secure onboarding of first-party data; the need to connect marketing performance to business growth goals; an increasingly cross-channel digital media environment including the fast-growing world of OTT and CTV; and a rising focus on digital identity.

“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 shift in TV consumption to proving the connection between their campaigns and business growth, and driving advances in consumer-conscious privacy,” said The Trade Desk co-founder and CEO Jeff Green. “And we are launching Solimar at this moment so that marketers can fully embrace those opportunities on the open internet. The transparent cross-channel precision and measurement capabilities of Solimar stand in strong contrast to the limitations of Walled Gardens.”

In a rapidly evolving identity environment, marketers increasingly want to activate their own first-party data – data they have gathered about their most loyal customers, often through years or decades-long relationships. Solimar enables marketers to upload this data easily, and leverage advances in internet identity, such as Unified ID 2.0, in order to nurture more loyal customers. At the same time, other major first-party data owners, such as retailers and offsite measurement companies, are increasingly making their data available to advertisers in Solimar’s measurement marketplace. This enables advertisers to track the performance of their campaigns to actual consumer actions.

Commenting on how Solimar would add value to marketers in India, The Trade Desk India's GM Tejinder Gill said, “Modern marketers are looking to manage their entire omnichannel strategy (mobile, audio, OTT/CTV) under one roof aligned with their goals at every stage of their campaign. Solimar helps Indian marketers focus on achieving their goals while capturing the fast-growing opportunities on the open internet. As the industry’s most sophisticated programmatic platform, Solimar solves for the complexity of the thriving open internet by enabling marketers to plan, track and measure their digital spend easily across all digital advertising channels on the open internet.”

“Solimar is the result of more than two years of engineering work, and represents a breakthrough in surfacing the most important decisions for today’s marketers,” said The Trade Desk co-founder and CTO Dave Pickles. “That means traders can focus on their strategic priorities, and rely on Solimar to handle everything else. That’s because by adding planning and decisioning into every aspect of the buying cycle, Solimar acts on information in real-time, ensuring all decisions are data-driven. In this way, Solimar embodies everything I’ve learned about media buying over the last 15 years.”

The Trade Desk unveiled Solimar at a launch event on 7 July in New York City, featuring The Trade Desk CEO Jeff Green, GroupM’s Wavemaker executive director, head of Investment & Activation Vinny Rinaldi and the Washington Post chief revenue officer Joy Robbins.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/img_23102021_164056_800_x_800_pixel.jpg?itok=ujXY_Unv
Eno partners with Facebook to build rural reach & engagement

Mumbai: GSK Consumer Healthcare’s antacid brand Eno continues to focus on driving penetration in media dark rural markets through its digital collaboration with Facebook’s geo targeting capabilities.  In driving further engagement with rural audiences, the brand has opened up a unique manner of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/img_23102021_143841_800_x_800_pixel.jpg?itok=FoWJJB5n
Lintas Live bags mandate for Classic Legends

Mumbai: Digital-first creative PR agency Lintas Live has won the full-service mandate for a key brand of Classic Legends. The mandate entails managing the brand’s creative, PR and social media requirements in entirety. The agency won the business in a multi-agency pitch and the account will be...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/img_23102021_143126_800_x_800_pixel.jpg?itok=ry0fqZ1D
JBL says #MuteTheWorld in its latest digital campaign

Mumbai: Global audio equipment company JBL has rolled out its latest digital campaign #MuteTheWorld. The campaign aims to drive awareness around JBL’s active noise cancelling (ANC) category, which allows users to mute the world and focus on things that matter to them. Conceptualised and executed by...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/img_23102021_122934_800_x_800_pixel.jpg?itok=AcOGC-5Z
Livpure Sleep celebrates good sleep with quirky ad film

Mumbai: Manufacturer of water purifiers, air conditioners and an array of sleep and wellness solutions, Livpure has launched its first-ever digital ad campaign on YouTube, Facebook, and other digital platforms to promote its high-quality range of mattresses.   In line with the brand’s long-standing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/hul.jpg?itok=fiJ4SDIW
HUL is top advertiser in week 41: Barc

FMCG major Hindustan Lever Ltd was the top advertiser in Broadcast Audience Research Council (Barc) week 41 (from 9-15 October) delivering ad volumes of 5025.96 (‘000s), higher than last week’s 4779.73.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/1.jpg?itok=ZKCoG9z1
Taproot Dentsu’s new ad for GM Fabrics is all about the 'Fabric of Home'

Highlighting what makes a space feel like home, Taproot Dentsu - a dentsuMB Company & a creative agency from the house of dentsu India, has launched a fresh campaign in association with Homegrown producers of jacquard decorative fabrics, GM Fabrics.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/wt.jpg?itok=BcSlAtbc
Lifestyle launches festive collection and says celebrate ‘Dil Se Diwali’

Apparel brand Lifestyle has launched an all-new festive collection for Diwali, along with a new film #DilSeDiwali, which is a celebration of unique moments with loved ones, sparked by the joy of dressing up in gorgeous festive wear.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_191346_800_x_800_pixel.jpg?itok=brgjPkkw
Madhav Sheth named president of int'l business group at realme

Mumbai: Technology brand realme has elevated realme VP and realme India, Europe and Latin America CEO Madhav Sheth to the position of VP of the international business unit. With this promotion, Sheth’s new designation would now be realme India CEO, realme VP and realme international business group...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_125621_800_x_800_pixel.jpg?itok=4aN52tCV
Meesho partners with DViO Digital for high-decibel festive campaigns

Mumbai: Creative-tech and digital-first marketing agency DViO Digital roped in as the digital creative and social media marketing partner for e-commerce platform Meesho to lead the high decibel marketing campaigns for the festive season. This partnership will see DViO Digital strategise, curate and...

MAM Media and Advertising Account

Sign up for our Newsletter

subscribe for latest stories

* indicates required