The Trade Desk attempts to woo advertisers at CES with ‘Galileo’ — a bid to chart the ‘Open Internet’ without cookies | International Association of Digital Marketing Professionals (IADMP)

By Ronan Shields

CES is a gadgetry showcase but adland’s digerati has also decamped to Las Vegas this week where The Trade Desk will trumpet its “Galileo” offering, a strategic lynchpin to its prolonged rollout of Unified ID 2.0.

At its core, Galileo is an advertiser-focused offering engineered by The Trade Desk that aims to help brands chart the internet without traditional targeting tools such as third-party cookies via its platform.

The demand-side platform proposes that advertisers upload their first-party data to Galileo to target their desired audiences on “the open internet” with Unified ID 2.0, or “UID2,” serving as the fulcrum of the offering.

Galileo appears to be a tonic to the mounting headaches of advertisers concerned as to how they can maintain their online audience targeting after Google Chrome retires its use of third-party cookies next year.

In theory, such convenience will attract advertisers in sufficient numbers that publishers, a key constituency in the Galileo audience-matching proposal, will find UID2 compelling but some still require convincing.

What is Galileo, and how does it work?

A key selling point of Galileo, which helps advertisers match their first-party data with comparable datasets elsewhere on the internet, is that it helps ease the headaches involved with matching different audience types using different technologies. This is because it offers “direct onboarding integrations” with all major customer relationship management (CRM), customer data platforms (CDP), plus data and clean room providers.

The Trade Desk’s chief strategy officer, Samantha Jacobson detailed how it aims to assuage advertisers’ fragmentation concerns after the sun sets on third-party cookies. This is because Galileo has direct integrations with CRM, CDP, and cleanroom providers, including Adobe, Amazon Web Services, Habu, InfoSum, LiveRamp, Salesforce, and Snowflake.

UID2, one of a host of different ‘audience IDs’ supported by Galileo, and is at the core of the latest offering given that it uses email addresses submitted by audience members use to register with media outlets.

Publishers can then use hashed versions of these email addresses to generate a UID2 which is then used to cross-reference with advertisers’ email data, which is similarly hashed, to identify mutually-relevant audiences. From here, media traders can start negotiating deals.

Buyers love it, but publishers …

In recent weeks and months, The Trade Desk has won over some of the industry’s largest broadcasters to UID2 with Disney and Paramount agreeing to use the audience matching tool, but others (particularly legacy publishers) are not as easily convinced.

More than 50 North American media owners have gone live with UID2, opening up their advertisers to an addressable base of more than 3 billion devices using this targeting methodology, according to The Trade Desk, which has previously said it is working with Vox and The Washington Post.

UID2 has received buy-in from the industry’s buy-side — a constituency where star names such as Procter & Gamble have given UID2 their approval — meaning adoption of Galileo …read more

Source:: Digiday