The Trade Desk announced the launch of its new trading platform – Solimar – that will help marketers optimize their digital advertising campaigns across the open internet. Designed in response to a rapidly evolving digital marketing environment, Solimar 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 result of more than two years of product development, Solimar addresses key concerns for today’s marketers, including 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 CTV; and a rising focus on digital identity. Major new features of Solimar include: Advanced marketing and business goal setting that allows marketers to optimize campaigns more precisely with The Trade Desk’s advanced KOA AI tools.; Easy and secure onboard ramps for first-party advertiser data; An advanced measurement marketplace that optimizes campaigns based on real-time performance; A simplified and more powerful user experience that surfaces the strategic decisions critical to the success of a campaign. 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 a years or decades-long relationship. 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.