TheTradeDesk
By The Trade Desk
The Trade Desk is a leading global advertising technology company that specializes in real-time programmatic marketing automation technologies. It provides a self-service platform that enables ad buyers to manage data-driven digital advertising campaigns across various formats and devices, including display, video, audio, digital-out-of-home, native, and social. The company is headquartered in Ventura, California, and operates internationally.
The Trade Desk was co-founded in 2009 by Jeff Green and David Pickles. The founders met at Microsoft after it acquired Green’s previous company, AdECN. Since its inception, The Trade Desk has grown significantly, becoming the largest independent demand-side platform (DSP) in the world. The company has been recognized for its innovative approach to programmatic marketing, maintaining a high customer retention rate and expanding its global presence.
The Trade Desk has raised a total of $257.5 million over 10 funding rounds. The company went public on September 21, 2016, with an initial public offering (IPO) share price of $28.75, raising $84 million and achieving a valuation of $1.1 billion. As of October 2024, The Trade Desk has a market capitalization of approximately $53.43 billion
The Trade Desk offers a comprehensive suite of products designed for data-driven media buying. Key features include:
The Trade Desk has made strategic acquisitions to enhance its capabilities. Notably, it acquired Adbrain in 2017 to improve its cross-device targeting and identity resolution capabilities. The company has also expanded its partnerships, such as with Disney and FOX, to enhance audience activation and programmatic advertising at scale.
In 2023, The Trade Desk launched Kokai, a new media buying platform that incorporates advanced AI capabilities, measurement tools, and streamlined partner integrations. Kokai builds on the company’s previous AI work with Koa, distributing AI across various aspects of media buying to optimize ad impressions and campaign performance.
The Trade Desk fosters a culture of empathy, collaboration, and personal growth. The company offers comprehensive employee benefits, including healthcare, family planning assistance, and professional development opportunities. The Trade Desk values innovation, fast-paced iteration, and a commitment to supporting the evolving needs of its clients and partners.
The Trade Desk serves a diverse user base, including advertising agencies, brands, and other service providers. The platform is designed to help marketers reach their target audiences across the open internet, with access to premium inventory from top broadcasters, publishers, and supply-side platforms. The Trade Desk also offers educational resources through its Edge Academy, helping users enhance their programmatic advertising skills.
