The Trade Desk launches Solimar, its argument for the Open Internet Vs. Walled gardens


The Trade Desk on Wednesday presented its latest DSP dashboard, Solimar, along with a venture capital arm called TD7. The company’s first start-up investment is in advertising auction software company Chalice Custom Algorithms.

Solimar consolidates The Trade Desk data market for targeting and measurement into a single interface, with data integration and identity resolution as well. By bringing together integration, targeting and measurement of data, The Trade Desk tries to get more brands to plan campaigns based on specific KPIs – for example, Walmart or Home Depot store sales, sales data Oracle, Foursquare location data or Urban Science automotive data – instead of relying on clicks and CPMs.

“The conversation over the past year has been steeped in uncertainty and insecurity,” sales office vice president of customer development, Amber Browne, told AdExchanger. “It’s exciting for us to be able to shift the conversation a bit because we see a lot of opportunity in how we can help marketers meet this moment. “

Solimar’s trade desk announcement in mid-July is important, Browne said, because it gives marketers enough time to learn and get on board before October, when brands stop testing new things and focus. on what they know how to work during the holiday season.

The Trade Desk is taking advantage of the launch of Solimar to position itself as the open internet ad buying platform at a time of major change.

“There are currently two types of businesses: those trying to control the open Internet and those trying to enable it,” Jeff Green said of the ad technology market at the event.

One of The Trade Desk’s biggest advantages over walled gardens, according to Green, is that independent advertising technology and the open Internet allow marketers to choose their own measurement and conversion data, instead. rely on black box attribution methods that report sales or other campaign results without supporting data.

Green said Walmart has had an “institutional epiphany” over the past two years, to use its retail buyer data as a metric dataset without necessarily running its own siled advertising network. Walmart data can attribute a true increase in sales to a campaign more effectively than clicks or reach estimates, even if the campaign is not purchased on Walmart ad technology or targeted to Walmart customers.

This shift in approach from major first-party data carriers like Walmart could be important for the open Internet, Green said. Some platforms have twisted the notion of privacy to mean virtually no personalized, data-driven advertising. But he said The Trade Desk’s partnerships with Walmart, Home Depot and Blockgraph, a data integration service for TV commercials backed by Comcast, Charter and ViacomCBS, show how first-party data can be used for marketing. programming, not just in the walled gardens. .

“A lot of big tech companies use (privacy) as a sword and shield,” Green said. “It’s important that we all recognize that this is happening.

TTD tries VC

The Trade Desk’s investment in Chalice is another example of the company’s positioning as the voice of the open Internet against walled gardens. Chalice CEO Heimlich is an avowed antagonist of Google in particular. He did not hesitate to testify before the Senate Judiciary Subcommittee on Antitrust, Competition Policy and Consumer Rights last September, when he called for Google to be forced to withdraw from ad exchange activity if it does not meet open standards.

Chalice initially introduced Green a few months ago regarding a potential personal investment in the startup, Heimlich told AdExchanger. Instead, his team heard from TD7 – a reference to the initial $ 7 million investment that helped The Trade Desk achieve profitability – that The Trade Desk would close the business cycle. Terms of the contract are not disclosed. Math Capital, a venture capital firm backed by ad technology executives linked to MediaMath, has also joined the cycle.

“It is a courageous decision on the part of TD7 and Math Capital to support us,” said Heimlich.

Heimlich said this shows how some companies are “committed to interoperability and openness” for the industry, rather than just as a benefit to their businesses.

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