The Trade Desk

The open internet is at a tipping point. In 2022, Facebook and Google accounted for less than half of all digital advertising spending for the first time in a decade, a trend that accelerated in 2023. That comes as consumers now spend the majority of their time outside these Big Tech walled gardens — increasingly preferring the open internet.    The Sellers and Publishers Report examines why and how advertisers are gravitating to the best of the open internet. It highlights the impact of exciting new channels such as connected TV (CTV) and digital audio, and how a new open internet identity fabric is revaluing the internet right now. Learn more:

Inside this edition of The Current: - We highlight the topics the ad industry is buzzing about ahead of Cannes Lions International Festival of Creativity, including how the conversation around AI has developed in the past year. - Before the coveted Cannes Lions are handed out next week, we spotlight six award-worthy campaigns, breaking down why they stand out according to industry insiders. - How connected TV is growing in regions like North America, Europe and more, as global streamers embrace advertising and local broadcasters evolve strategies. - In a recent op-ed, The Trade Desk's Ian Colley argues that major advertising industry bodies should be fearless advocates for the value of the open internet.

Stop wasting your ad budget hoping to reach your customers. With audience-based buying on our platform, you don’t have to worry about what your customers are binging, browsing, or moving to, to know your ads are reaching them: https://bit.ly/4ekEaBK

The omnichannel growth of the open internet in recent years has been underpinned by the surge in connected TV (CTV) viewership and related advertising opportunities. CTV is now the leading channel in consumer time spent, and advertisers are following the eyeballs. Read more on how streaming TV is driving open internet growth in The Sellers and Publishers Report: https://bit.ly/3yJBm0A

ADT EVP and CMO, DeLu Jackson, joins The Current Podcast to discuss how the company’s partnership with Major League Baseball’s Miami Marlins reinforces the impact of live sports. Jackson also touches on why the marketing funnel isn’t so much a funnel anymore as it is an “infinity loop”: https://bit.ly/3Xkl6gY #livesports #advertising #marketing

Introducing the Sellers and Publishers 500+, an inventory-buying option centered on transparency and decisioning, comprised of the top inventory properties across the open internet.

Since its launch, Kokai has become even more powerful with new tools for audience-based buying, easier access to premium inventory, new measurement innovation, and artificial intelligence (AI). Now, advertisers can join in on an elevated experience that takes media buying to the next level.

“Our industry has struggled a lot with the illusion of precision, or the limits of what you can measure.” Mike O'Sullivan, CEO of data firm Sincera, explains why quality media is at a premium in digital advertising on The Current Report: https://bit.ly/4edf7Av #advertising #digitaladvertising #media

Today, The E.W. Scripps Company announced its adoption of OpenPass, making it the first connected TV (CTV) publisher to do so. Read in AdExchanger about how using OpenPass for audience authentication works in tandem with Scripps' commitment to show-level transparency.

As consumers spend more of their time outside Big Tech walled gardens, and instead on the open internet, advertising pioneers are embracing the internet of tomorrow: One where a new identity fabric and user authentication enhance consumer privacy while preserving the value of relevant advertising. Our Chief Commercial Officer, Tim Sims, explains how this evolution can better produce data-driven outcomes.