The Commerce Desk has centralized plenty of its instruments right into a hub, making it as simple for entrepreneurs to activate towards their very own first-party information units as it’s to make use of the present foreign money of digital promoting, third-party cookies, that are set to disappear subsequent yr.
Galileo, which The Commerce Desk is asserting at tech trade convention CES, isn’t new tech. Quite, it centralizes all the prevailing tech the demand-side platform gives, such because the onboarding of information, frequency capping, and layering on extra information units for measurement, in a single first-party information hub, a simplified course of for duties that beforehand needed to be achieved individually.
“The know-how exists to do all of this. It’s only a matter of creating it simpler to activate and optimize towards,” mentioned The Commerce Desk chief technique officer Samantha Jacobson. “We’re simply attempting to place the toolkit collectively to make it as simple for [marketers] to make use of at scale and throughout campaigns as attainable in order that it’s not as guide.”
Galileo marks The Commerce Desk’s newest tactic to articulate its imaginative and prescient for a post-cookie open web. The corporate has spent power advancing UID2, the choice identifier it backs, inking partnerships with firms like AWS and most not too long ago Paramount. Galileo is designed for id options that depend on first-party information, a class that encompasses UID2 however is answer agnostic.
With Galileo, The Commerce Desk has constructed direct integrations with CRM, CDP and clear room suppliers, together with Adobe, Amazon Internet Companies, InfoSum, LiveRamp, Salesforce and Snowflake.
Nonetheless, Galileo, which The Commerce Desk won’t cost further for, is a flywheel for the DSP’s important line of enterprise. An IAB survey of buy-side advert funding choice makers discovered 53% had been planning to extend their stage of give attention to putting adverts with publishers with first-party information in 2023, the next share than these growing give attention to buzzy areas like retail media networks or information clear rooms.
As patrons new to first-party information look to be taught the ropes, The Commerce Desk needs to be the best place for them to go.
“We discovered numerous advertisers weren’t as conscious of the way to use their first-party information,” Jacobson mentioned. “We would like the identical accountability for first-party information that we now have in place for cookies.”
Market distinction
The Commerce Desk’s pitch to entrepreneurs with Galileo isn’t solely the simplicity of its now-centralized tech however the way it differs from opponents.
“With most walled gardens’ onboarding proposals, advertisers don’t get a clear view of how their information is performing, and due to this fact how their campaigns are performing,” Jacobson mentioned in a press launch asserting Galileo.
Particularly, The Commerce Desk is desirous about contrasting itself with Google’s demand-side platform Show & Video 360, which in October 2022 launched Writer Advertiser Id Reconciliation, or PAIR. The tech confines the house of information sharing between a selected advertiser and a selected writer, and never throughout all digital publishers who’ve entry to the customers’ first-party information.
When advertisers use The Commerce Desk, aided by Galileo, they’ve entry to opted-in person information throughout publishers, which Jacobson mentioned permits for extra management and transparency.
“With the way in which Google’s approached it … advertisers can’t management once they’re advertising to me, Samantha, throughout totally different websites. They will’t perceive attain. They will’t management frequency capping,” Jacobson mentioned, whereas acknowledging The Commerce Desk helps PAIR’s prioritization of email-based identifiers. “Google made it a black field and eliminated the understanding from the advertisers.”
A spokesperson for Google identified that the first use circumstances for PAIR are displaying related adverts to identified audiences and measurement, not frequency capping. Additional, DV360 has launched an answer referred to as Alternate Supplied Identifier to handle frequency capping.
By contrasting itself with Google, The Commerce Desk is flexing what has at all times been a part of its worth proposition and that of digital promoting writ giant: shopping for audiences throughout media, mentioned Alex Cone, co-founder of adverts privateness studying platform Coir.
“They’re highlighting that they’re nonetheless a DSP,” he mentioned.
Nonetheless, whereas The Commerce Desk might permit for extra scale than Google, its give attention to email-based first-party identifiers is limiting, mentioned Mike Woosley, COO of id ad-tech agency Lotame.
“That just about limits its effectiveness to authenticated visitors, which is often at most 20% of internet visitors,” he mentioned.
