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»the trade desk

The Big Story Podcast
The Big Story: Google’s Pain Is The Trade Desk’s Gain

AppLovin wants Unity – but only if Unity calls off its planned acquisition of ironSource. Why doesn’t AppLovin want ironSource? And how is Apple’s ATT driving consolidation in mobile ad tech? Listen in. Plus: The Trade Desk claims to benefit whenever a regulator starts investigating Google.
by Sarah Sluis // August 11th, 2022 //
»
Feeling bearish.
What The End Of Days For Ad Tech Might Look Like

Are public ad tech companies totally screwed? “Um, do you want the short answer?” said Rocco Strauss, a partner at independent equity research firm Arete Research. “Because the short answer is … yes,” Strauss said. Although upfront commitments for the second half of the year may delay the inevitable, platform privacy changes and recession fears… Continue reading »
by Allison Schiff // August 10th, 2022 //
»
Why The Trade Desk Celebrated When Microsoft Won Netflix’s Ad Business

The Trade Desk reported earnings of $377 million in Q2 this year, up by a little more than a third compared to the same period in 2021. The company did dip from recording a $48 million profit in Q2 2021 to a $19 million loss this quarter, though that’s because founder and CEO Jeff Green… Continue reading »
by James Hercher // August 9th, 2022 //
»
Buyers Are Dragging Their Heels On Seller-Defined Audiences Over A Lack Of Transparency

Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Seller-defined audiences is a technical spec that was released by the IAB Tech Lab earlier this year to help publishers monetize their first-party data on the open web. Problem is, although publishers are eager to test the performance… Continue reading »
by Anthony Vargas // August 3rd, 2022 //
»
This rate is super absorbent.
Meet Sincera, The Ad Tech Web Crawler That Wants To Disrupt The Verification Market

Having a profile on a dating app doesn’t mean that you’re dating. It just means you’re out there. The same could be said for many (of the many) cookieless identifiers on the scene. They’ve been deployed by publishers – the code is on the page – but they aren’t getting picked up in the bidstream. “You… Continue reading »
by Allison Schiff // July 27th, 2022 //
»
Disney Integrates With The Trade Desk And UID2 In Pursuit Of Better Addressability

If addressable ad IDs are the new keys to the kingdom, then you’ll find The Trade Desk at Epcot this summer. Which is to say, Disney and The Trade Desk announced an identity integration on Tuesday that will allow advertisers to activate against Disney’s first-party data programmatically via its clean room data product using Unified… Continue reading »
by James Hercher // July 12th, 2022 //
»
When Header Bidding Got Too Complex, Freecycle Found Simplicity In Managed Services

What happens when your main monetization partner starts flagging your content as spam? Just ask Freecycle. The Freecycle Network is an online community that helps people donate still-usable items to keep refuse out of landfills. Users post listings of the things they want to give away, which makes Freecycle a publisher of sorts. Although Freecycle… Continue reading »
by Anthony Vargas // July 6th, 2022 //
»
The Trade Desk keeps adding new partners to the Unified ID 2.0 roster, but it’s still looking for someone to fill the administrator role after the IAB Tech Lab backed out earlier this year.
Next Up On The Trade Desk’s UID 2.0 Partner Parade: AWS And Pharma Marketing Platform Lasso

The Trade Desk keeps adding new partners to the Unified ID 2.0 roster, but it’s still looking for someone to fill the administrator role after the IAB Tech Lab backed out earlier this year. The hunt for an admin is “ongoing,” Samantha Jacobson, TTD’s chief strategy officer, told AdExchanger. “It’s something we’ll continue to revisit,… Continue reading »
by Allison Schiff // June 22nd, 2022 //
»
Will OpenPath Create Another Walled Garden?

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Joseph Lospalluto, US country manager, ShowHeroes Group. Sometimes, as an industry, we don’t always see the significance of a new technology or service until we can examine it in hindsight. At other times, however,… Continue reading »
by AdExchanger Guest Columnist // June 17th, 2022 //
»
Pandora tested Dentsu's Contextual Intelligence tool during the 2022 Valentine's Day season.
Dentsu Builds Proprietary Contextual Targeting Tool

As clients look for alternatives to third-party cookies, ad agency Dentsu can steer them to its in-house Contextual Intelligence tool, which launched today. Although contextual targeting is often considered inferior to demographic or behavioral targeting, it can drive performance. Jewelry retailer Pandora piloted the tool during the 2022 Valentine’s Day season. Ads placed using the… Continue reading »
by Anthony Vargas // June 8th, 2022 //
»
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