The Trade Desk: Powering Buyers in Advertising Technology

Jeff Green isn’t afraid to try something new. As CEO of The Trade Desk, Inc., a global demand side platform in advertising, he pushes boundaries daily to disrupt a sometimes cherished status quo. “Advertising has been run a certain way for generations,” he says. “The days of faxing over an insertion order aren’t fully behind us yet. We’ve got to evolve.” For Green, that meant departing Microsoft in 2009, only two years after he had sold the very first online ad exchange, AdECN, to forge new opportunities in a growing market. As he looks at what’s next, the company’s video offering is a signal of where he’s placing bets.“Video is the future, and that’s why we’re fully integrated as a company and technology. The linear television and digital viewing worlds are colliding– and we ensure that our clients are reaching customers as effectively and efficiently as possible,” says Jeff Green, CEO of The Trade Desk. Powering the most sophisticated buyers in advertising technology,

Sophisticated audience targeting empowers advertisers to connect with their target in the most effective way. “We understand the importance of TV metrics and the ways in which agencies have created branding strategies in the past. With our platform, we’re allowing these metrics to be meshed with the efficiency and success of real-time bidding,” adds Green. The Trade Desk is unique in the RTB space because it offers video alongside traditional ‘banner’ display campaigns. Media agencies can leverage on this platform to buy online advertising inventory on a 1:1 impression basis, thousands of impressions at a time across multiple websites in any given campaign. Buyers on The Trade Desk platform run video, social, mobile and traditional display campaigns all under a consolidated reporting platform. Programmatic buying performs strongly across varied industry segments and as well as in performance and branding campaigns.