Published on March 8, 2014
The Trade Desk doesn’t compete with buyers.
The Trade Desk doesn’t WE POWER THEM. compete with buyers.
Programmatic Direct Brand Safety & Viewability Cross Channel Attribution Best in Class Reporting Hyper-Granular Targeting Multi-Channel RTB Massive Scale Data Management Platform Data Marketplace Predictive Audience Learning
In a world… • Where sophistication reigns • Where RTB is growing by leaps and bounds • Where data exhaust is being thrown off at an accelerating pace Where, theoretically, we have almost infinite information to define a target audience.
THIRD PARTY DATA TOUCHES LESS THAN 20% OF ALL RTB IMPRESSIONS
Which Means… We’re not using everything we can to hit the mark. As an industry, we still stink at this.
All prospects aren’t equal
80% OF THE TIME, THE PERFORMANCE DOESN’T JUSTIFY THE COST OF THIRD PARTY DATA. WE ASKED 25 BUYERS A QUESTION: IF THIRD PARTY DATA WAS ONE-THIRD THE PRICE, WOULD IT WORK ON YOUR CAMPAIGNS? I’M NOT SURE
• Pricing as percentage of media cost • Audience data from top data providers • Typical audience data cost of 10-25% • Scales up / down relative to cost of media to drive effectiveness
Report and optimize bidding strategies based on: Frequency Ad Format Site Category Website Creative Day of Week Time of Day Position on Page Ad Exchange Geography Browser Type Device Type Operating System
To a world of… • More sophisticated use of data • Better, more targeted media buys • Clear reporting and expressive bidding • Virtuous cycle of learning and improvement • Effective advertising at scale in all channels
To a world of…