The Trade Desk launches media trading platform Solimar

Paige Murphy
By Paige Murphy | 8 July 2021

Global advertising technology company The Trade Desk has announced the launch of its new trading platform, Solimar.

The platform, the result of more than two years of product development, will help marketers optimise digital advertising campaigns across the open internet.

It aims to address 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 broadcast video on demand (BVOD); and a rising focus on digital identity.

Major new features of Solimar include advanced marketing and business goal setting that allows marketers to optimise 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; and a simplified and more powerful user experience that surfaces the strategic decisions critical to the success of a campaign.

“We are at an important moment in the evolution of digital advertising. Marketers are eager to address a wide range of emerging opportunities, from the once-in-a-generation shift in TV consumption, to proving the connection between their campaigns and business growth, and driving advances in consumer-conscious privacy,” The Trade Desk co-founder and CEO Jeff Green says.

“And we are launching Solimar at this moment so that marketers can fully embrace those opportunities on the open internet. The transparent cross-channel precision and measurement capabilities of Solimar stand in strong contrast to the limitations of walled gardens.”

The Trade Desk co-founder and chief technology officer Dave Pickles says the platform is represents a "breakthrough" in surfacing the most important decisions for today’s marketers.

“That means traders can focus on their strategic priorities, and rely on Solimar to handle everything else," Pickles says. 

"That’s because by adding planning and decisioning into every aspect of the buying cycle, Solimar acts on information in real-time, ensuring all decisions are data-driven. In this way, Solimar embodies everything I’ve learned about media buying over the last 15 years.”

The Trade Desk general manager Australia and New Zealand, James Bayes says the launch of Solimar is timely.

“The market has been calling out for this innovation which will help marketers in Australia deliver better results," Bayes says.

"As we move into the era of data driven marketing, we believe that with Solimar’s superior precision and measurement capabilities, we will be able to add another layer of depth to the already exciting agency and brand landscape.”

The Trade Desk is unveiling Solimar at a launch event today in New York City, with The Trade Desk CEO Jeff Green; Vinny Rinaldi, executive director, head of investment and activation for GroupM’s Wavemaker; and Joy Robbins, chief revenue officer for the Washington Post.

The event will also be available via livestream.

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