Media in Canada » Archive » Trade Desk Platform Aims to Maximize Digital ROI for Brands
Reach. The measurement. Innovation. These may be the latest buzzwords in open internet advertising, but they are also the cornerstones of The Trade Desk’s business practice and mindset.
As data collection cookies are set to go down the dinosaur path soon and connected television (CTV) and digital outdoor advertising (DOOH) continue to grow rapidly, the Ventura, Calif.-based media buying platform The Trade Desk wants to keep advertising activity transparent and objective.
This is particularly important given the 2021 research study she commissioned from market researchers YouGov, which found that nearly 80% of Canadians want to improve their understanding of personal data collection as it relates to surfing the Internet.
“The Trade Desk’s mission is to make the open internet a better place, and it’s no different for Canada,” said Jordan Smart, director of business development at The Trade Desk.
“The objectivity, transparency and independence we bring allows control for advertisers as well as consumers. Whether in Canada or in other markets, that’s what we strive to do.
“Ultimately, as we begin to see greater adoption of The Trade Desk platform and more brands begin to engage with the core themes and pillars of our business, we will then focus on the becoming this preferred demand-side platform in this market.”
The Trade Desk plans to do this with its Unified ID 2.0 (UID2) solution.
“We typically partner with agencies, brands, and other tech companies that need access to the open internet,” says Smart. “But our solution can enable marketers to find their key audiences across the open internet and across channels such as video display, connected TV, audio and digital outdoor advertising in a data-driven way, where they can also measure the effectiveness of advertisements.”
According to Smart, UID2 is an initiative that enables cookie replacement and upgrades and “aims to bring more transparency, choice and control to the consumer.
“It is interoperable with many other industrial solutions. Marketers can maximize its use and not have to commit to one solution or another. It is intended to be adopted by as many players as possible so that we can have a fabric of identity on the open internet.
Built from hashed and encrypted email addresses, UID2 further reduces reliance on the third-party cookie while remaining privacy-conscious. Building on the work of leading organizations in the industry, UID2 leverages collaboration across the ecosystem to develop an open-source credential framework.
And it has already seen some success: The Trade Desk reports that high-end children’s furniture, décor, apparel and toy company Coco Village is enjoying a 1,000% return on ad spend following the launch implementation of UID2.
As agencies choose from more than 500 billion digital ad opportunities daily, Smart says part of The Trade Desk’s self-serve appeal is the fact that the platform only works on the buy side.
“We don’t own any inventory source or website,” he says. “Because we connect to the open internet, we bring that objective approach to media buying. We only represent brands and advertisers who try to buy media, and we’re able to maintain that objectivity. when choosing which prints to buy on different sites.”
According to Smart, The Trade Desk can also navigate competitors’ walled-off approach, helping to reach an additional billion people around the world with greater accuracy.
“Brands are trying to break down silos and have a clearer picture of their audience throughout their digital day. Sometimes walled properties don’t allow those dots to connect. Our open, independent platform enables a best storytelling by connecting as many dots as possible.”
Then there’s the booming DOOH market to consider as the industry continues to recover from the pandemic. “The benefit for advertisers of accessing programmatic digital signage is the flexibility it provides to be able to ‘turn on and off’ – something we’ve learned is of such importance over the last two years” , says Smart.
With a knack for finding innovative solutions that help solve the future challenges of the open internet, and with UID2 in its arsenal, The Trade Desk strives to fulfill its mission while delivering value.
“We can bring a measurement offering to the table with things like brand impact and conversion impact to help customers understand unique reach and overall visibility,” Smart says. “We are able to measure success in different ways and tie it all together to tell a complete story that goes beyond this single focal point for a brand.”
With offices in North America, Europe and Asia-Pacific, The Trade Desk offers a self-service, cloud-based platform that helps buyers create, manage and optimize digital campaigns across all advertising formats and devices. . Integrations with leading data, inventory, and publisher partners ensure maximum reach and decision-making capabilities, and enterprise APIs enable custom development on top of the platform. Visit thetradedesk.com for more information.