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:
The Trade Desk
Technology, Information and Internet
Ventura, CA 192,999 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.
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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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"Creative represents the final, if forgotten, frontier for data-driven advertising in the programmatic era." Flashtalking by Mediaocean's Ben Kartzman explains how despite signal deprecation, creative intelligence represents an untapped avenue for innovation, investment, and marketing optimization in an op-ed for The Current.
Amid cookie deprecation, we need creative signals more than ever | The Current
thecurrent.com
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Inside this edition of The Current: - A recent report reflects the growth and value of top publisher destinations on the open internet over time. We break down the four major trends emerging from the report. - A new women’s sports network from iHeartMedia reflects the opportunities for advertisers in audio. - In a recent op-ed, Sincera’s Mike O'Sullivan shares why publishers of the future won’t be measured by a single metric, but rather a methodology. - Intuit SMB MediaLabs’s Dave Raggio joins The Current Podcast to share the origins of SMB MediaLabs and why consumer and CPG brands are turning to Intuit’s data.
These are the top publishers on the open internet
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Dave Raggio, VP of Intuit SMB MediaLabs, explores why SMB MediaLabs doesn’t own inventory, how it prioritizes privacy for its customers, and the reason consumer and CPG brands are turning to Intuit’s data in this week's episode of The Current Podcast. “We are more of an audience network that can be layered onto any part of your ad buy that’s programmatic. What we’re adding is just a very deterministic, one-to-one knowledge and accuracy that didn’t exist,” says Raggio. #firstpartydata #advertising #programmatic
Intuit’s Dave Raggio on creating a media network for small businesses
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MiQ has built an approach based on four key success criteria that has helped them improve the consumer experience on connected TV (CTV) across campaigns while solving key advertiser challenges. Looking across its CTV campaigns run on our platform, read MiQ's tips to help marketers achieve an effective cost per unique household reach.
4 ways MiQ defines Connected TV success | The Trade Desk
thetradedesk.com
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Old Navy and its media agency, PMG, partnered with us to leverage our exclusive retail data marketplace to engage with consumers during its back-to-school media push. The results? 49% of purchases were attributed to retail audiences on our platform — with only 26% of the total budget allocated to retail data.
Old Navy gets an A+ in back-to-school sales | The Trade Desk
thetradedesk.com
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Inside this edition of The Current: - CBS Sports’ Jeffrey Gerttula joins a special edition of The Current Report to break down how the company is bridging the gap between traditional TV and streaming with live sports offerings. - A recent study shows that more Americans are opting to purchase Smart TVs, potentially suggesting a growing appeal for TVs with built-in streaming apps. - In a recent op-ed, Jay Friedman, CEO of Goodway Group, explores the ripple effect of Disney’s advertising strategy on the future of the industry. - Las Vegas Raiders’ Kristen Banks joins The Current Podcast to discuss the importance of authenticity, balancing old and new fan bases, and not damaging the "core" fan base.
CBS Sports sees its streaming future
The Trade Desk on LinkedIn
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The future is decisioned media buying, so what’s stopping you from leaning in? We’ve developed a straightforward guide with a timeline and action items to facilitate your upfront activations on our platform to help you prepare for a connected TV (CTV) launch.
How to make decisioned media buying work for you | The Trade Desk
thetradedesk.com
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Congratulations to our own Samantha Jacobson, Verna De Jesus, and Ellen Jepsen Mulryan for being listed as AdMonsters & AdExchanger's 2024 Top Women in Media & Ad Tech honorees! The Awards recognize, celebrate, inspire and bring together the women who are making an impact in the greater digital media and advertising technology community. https://bit.ly/3UV7yFA
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