• by Ray Schultz , January 8, 2023

The Trade Desk, a media-buying platform for the open internet, has debuted a tool to help advertisers activating first-party data across channels and devices. 

The new technology, Galileo, allows ad buyers to unlock data to find new customers who share similar characteristics.

In addition, the privacy-conscious solution helps advertisers optimize media buys across all digital media and measure results and business outcomes, the company says. 

According to The Trade Desk, Galileo provides audience matching across all publishers, platforms, devices, and channels, including connected TV.

Galileo works with new cross-channel identity solutions such as Unified ID 2.0, the open-source tool that allows advertisers to establish identity without third-party cookies. 

“We are at a tipping point for the open internet,” said Samantha Jacobson, chief strategy officer, The Trade Desk. “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."

This has resulted in “the richest identity ecosystem we’ve ever experienced, and one that aims to put consumer privacy at the forefront,” Jacobson adds. 

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.

“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,” Jacobson continues. “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.”