Our CEO and Founder, Jeff Green, speaks with The Economist about giving advertisers a digital advertising alternative outside the walled gardens, highlighting third-party cookie deprecation, Unified ID 2.0, and ad-supported streaming.
The Trade Desk
Technology, Information and Internet
Ventura, CA 189,401 followers
We’re committed to making digital advertising better, because the future of the open internet depends on it.
About us
A media buying platform built for what matters. Trusted journalism. Premium streaming TV. One-click commerce. All these amazing online experiences thrive on an open internet. And they’re all fueled by relevant advertising. That’s why we created an independent media buying platform designed for the open internet. One that helps marketers reach more customers in more places, with more transparency and choice at every stage — from planning to pricing to performance. At its best, the internet is an open marketplace of ideas, content, and commerce. And we intend on keeping it that way. Because the open internet matters.
- Website
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http://www.thetradedesk.com
External link for The Trade Desk
- Industry
- Technology, Information and Internet
- Company size
- 1,001-5,000 employees
- Headquarters
- Ventura, CA
- Type
- Public Company
- Founded
- 2009
- Specialties
- Online Advertising, Real Time Bidding, Demand Side Platforms, Behavioral Targeting, and Data Management Platforms
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Updates
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As daily viewership on linear TV continues to decline, Old Navy and its media agency, PHD, have embraced the shift away from linear TV to connected TV (CTV) and have leaned into decisioned buying with live sports through our platform. The campaign reached 36.7 million households while reducing cost per unique household by 70%.
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We're living in data-rich times with so many ways for brands to better understand their customers. We use a broad range of observed consumer behaviors — including purchases and media behaviors from across the open internet — to provide you with insights that can inform your targeting, creative, and media strategies so you can advance those business-critical KPIs. Here are a few ways you can harness those insights.
3 ways to harness behavioral data | The Trade Desk
thetradedesk.com
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Inside this edition of The Current: - We explore how marketers feel about Google’s decision to delay cookie deprecation for the third time. Could it impact their identity solution timelines? - Netflix plans to halt reporting on quarterly subscriber growth. Experts believe this could place more value on ads. - How is the industry thinking about climate change? We break down green media: how it works and how it’s measured. - In a new op-ed, The Trade Desk’s Stuart Colman shares why marketers need to broaden their horizons beyond the Google “Chrome-dome.”
Strike three, Google's cookies aren't out
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We're thrilled to announce Bonbon Technologies' integration with OpenPass to help publishers gather more first-party behavioral data to convert email addresses into targetable, but anonymized hashed IDs using Unified ID 2.0. In return, consumers are rewarded for engaging with publisher content. Learn more on AdExchanger.
The Trade Desk's OpenPass Adds Rewards As It Pursues Wider Adoption | AdExchanger
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Unilever wanted to reach new potential consumers, measure real-world results, and better understand how its ads influence purchase outcomes for its range of Knorr products in Taiwan. Using a market-first retail data and measurement solution from foodpanda and our platform, #Unilever and its agency, PHD, succeeded in driving incremental sales, and connecting ad spend to real-world purchases. Find out more: https://bit.ly/3wblNhp
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Cookies were never intended to do the advanced digital advertising tracking relevance work they do today. Our Chief Strategy Officer, Samantha Jacobson, explains how Google's actions could degrade the open internet and what publishers can do to stop it in The Current: https://bit.ly/3w7QWlI
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Connected TV (CTV) is past the tipping point as the trend toward decisioned buying is poised to continue. This shift is happening faster than ever, and it’s important to stay informed to help give yourself a competitive edge. Learn more in our CTV report: https://bit.ly/4aSl0AB
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The Trade Desk reposted this
"[Google has] to think about the end game here. How big is the bar tab going to be if every state in the U.S. adopted a policy like this or if Congress passes a version of this type of legislation? So really, this is the tip of the iceberg for them." This week on The Current Report, Matt Pearce joins us to break down the latest battle between Big Tech and journalism as Google removes links to news outlets in California. Plus, we explore how programmatic is pushing into video games: https://bit.ly/3UwKq1y #digitaladvertising #journalism #advertising
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To power its full-funnel campaign and increase brand awareness and conversions, Velotric geared up with a data-driven, cross-platform audience targeting strategy on our platform — driving 74% ROAS lift, 9x conversion rate lift, and much more.
Velotric powers 74% ROAS lift with cross-platform targeting strategy | The Trade Desk
thetradedesk.com
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