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The Trade Desk has centralized a number of its tools into a hub, making it as easy for marketers to activate against their own first-party data sets as it is to use the current currency of digital advertising, third-party cookies, which are set to disappear next year.
Galileo, which The Trade Desk is announcing at tech industry conference CES, is not new tech. Rather, it centralizes all the existing tech the demand-side platform offers, such as the onboarding of data, frequency capping, and layering on additional data sets for measurement, in one first-party data hub, a simplified process for tasks that previously had to be done separately.
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