In response to the increasing inventory supply available to advertisers through connected TV (CTV) as more consumers become “cord-cutters,” The Trade Desk is rolling its connected TV-buying capabilities directly into the demand-side platform. The update means buyers can use first- and third-party audience data for targeting and measure video ad buys across screens — mobile, desktop and TV — using both digital and traditional TV metrics.
The demand-side platform (DSP) also enables advertisers to retarget addressable connected TV ad viewers across other devices programmatically.
The Trade Desk has offered connected TV buying services for some time, but deals were executed in a one-to-one framework. “It had been in a silo deal-based environment,” said Tim Sims, SVP of inventory partnerships at The Trade Desk, in a phone interview. “Now Connected TV is fully integrated into the platform to help advertisers understand their audiences across all screens. Advertisers are able to activate first-party audiences against connected TV and stitch [ad exposures across screens] together to understand the impact of omnichannel messaging to consumers.”
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.