The Trade Desk, a programmatic advertising company, disclosed robust earnings this week, indicating that the sector recognizes the potential of its post-cookie solutions and streaming measurement partnerships to address challenges in audience targeting.
In Q4, revenues increased by 24% compared to the previous year, amounting to $491 million, and yearly revenues increased by 32%, totaling $1.58 billion.
The growth of programmatic advertising: The advertising sector has faced numerous challenges in the past year, including reduced advertiser spending caused by uncertainties in audience targeting across various channels, impending privacy regulations, and a contracting economy. Despite the turmoil, flexible channels like programmatic advertising are likely to flourish.
The absence of standardized metrics and shifts away from reliable advertising formats, such as TV, have raised concerns about the effectiveness of many advertising channels. Consequently, advertisers believe that programmatic platforms like The Trade Desk’s can help them allocate their budgets more efficiently for optimal outcomes.
The Trade Desk’s post-cookie ad solution, Unified ID 2.0, has attracted high-profile partnerships, including Disney, which brought on The Trade Desk in July to manage the ad-supported tier for Disney+, combining clean room data with Unified ID 2.0. Prior to Disney, major advertising partners such as Nielsen, Liveramp, Criteo, and FuboTV had already employed The Trade Desk’s technology. In October, FuboTV reported that its use of Unified ID 2.0 resulted in a 25% increase in ad impressions and a 61.5% surge in advertiser spending.
The Trade Desk’s impressive performance reflects the advertising industry’s eagerness for solutions that can resolve issues concerning audience targeting across various channels and the phasing out of browser cookies. With numerous thriving partnerships, Unified ID 2.0 has the potential to emerge as a leading solution in the evolving advertising landscape.