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The Trade Desk incorporates identity and first-party data into Solimar trading platform | Advertising

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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.
Solimar has been two years in the making and is by far our biggest iteration to date , Mitch Waters, The Trade Desk s SVP of Southeast Asia, India and ANZ, told ....

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The Trade Desk incorporates identity and first-party data into Solimar trading platform

The Trade Desk incorporates identity and first-party data into Solimar trading platform
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