#the-trade-desk

#the-trade-desk

LONDON-(BUSINESS WIRE)-THG PLC, today announces a strategic partnership with global advertising technology leader, The Trade Desk. For the first time, media buyers (advertisers and agencies) can access THG's segments from Cult Beauty and LOOKFANTASTIC via self-serve across the entire digital ecosystem on The Trade Desk's media-buying Kokai platform.

The Trade Desk operates a demand-side platform (DSP), a type of adtech software that helps media buyers plan, measure, and optimize data-driven campaigns across digital channels. The most recent version of its DSP, called Kokai, leans on artificial intelligence (AI) to manage budgets, customize bids, and dynamically target audiences. The investment thesis for The Trade Desk revolves around its independent business model, meaning it does not own media content that might bias ad spending on its platform.

"We're often painted as the foil to The Trade Desk," Barrett said. "But I would say 99% of the stuff that Jeff [Green, TTD's CEO] does is brilliant, and we are so supportive of cleaning up the system." Of course, the fact that Magnite had quite a good third quarter helps smooth over any possible tensions that could have arisen.

The detente between the Trade Desk and publishers is starting to look less transactional and more strategic. After years of tension over data access and margins, the ad tech vendor is now offering a clearer path - and better financial incentives - for publishers to directly access its advertisers' budgets. It's a strategic recalibration for the ad tech vendor. With Amazon and Cognitiv making aggressive plays for publisher relationships, The Trade Desk is trying to secure premium inventory outside the walled gardens.

The Trade Desk posted Q2 revenues of $694 million, an increase of 19% year-on-year, exceeding analysts' expectations despite stock price decline.

The Trade Desk operates a cloud platform for brands and advertising agencies to manage and optimize their digital advertising campaigns. Demand for the company's services has risen steadily over the years, allowing it to post healthy increases in revenue, net income, and free cash flow.

The Trade Desk's new tool, OpenSincera, launches June 6, offering transparency in digital advertising performance through open API access for industry-wide integration.