Press release
The Trade Desk Announces Major Overhaul of Digital Advertising Data Marketplace
Audience Unlimited Makes Third-Party Data Significantly More Performant and Cost Effective for Major Brands VENTURA, Calif.--(BUSINESS WIRE)-- The Trade Desk
About this update from The Trade Desk, Inc.
[{"type":"text","content":"\nAudience Unlimited Makes Third-Party Data Significantly More Performant and Cost Effective for Major Brands\n\n\n VENTURA, Calif.--(BUSINESS WIRE)--\nThe Trade Desk (NASDAQ: TTD) today announced plans to launch Audience Unlimited – a major upgrade to the marketplace for third-party data within digital advertising.\n\n\nThird-party data helps advertisers optimize their campaigns and reach their target audience with greater precision, but advertisers have often been reluctant to deploy it because of both cost and the challenge of determining which data sources are likely to be most effective. As a result, many advertisers do not regularly use third-party data, and those that do typically invest nearly 20% of their media costs on it.\n\n\nAudience Unlimited removes these two obstacles for advertisers. Audience Unlimited will leverage AI to score data segments by relevance to an advertiser’s campaign, across thousands of curated segments from hundreds of trusted, privacy-conscious third-party data providers. Advertisers will then be able to add all the relevant data sources to their campaigns for a much lower, inclusive cost than traditional a la carte data pricing. With consistent pricing and seamless integration, advertisers can now activate precision targeting at scale with third-party data without the complexity of unpredictable costs or reconciliation challenges.\n\n\n“Audience Unlimited is going to transform the way marketers think about the value and cost of third-party data. Brands that leverage third-party data to optimize their campaigns consistently see significantly improved performance. However, the complexity of the data marketplace to date has made the deployment of data somewhat anemic,” said Samantha Jacobson, Chief Strategy Officer, The Trade Desk. “By securing bulk pricing for data, The Trade Desk can pass on savings to advertisers, and our advanced AI will help advertisers understand the relevance of all data sources to their campaigns and layer in as much as they need to optimize performance.”\n\n\nIn order to help advertisers take full advantage of Audience Unlimited, The Trade Desk will introduce new Koa Adaptive Trading Modes, giving advertisers flexibility to adapt Kokai based on campaign strategy and requirements. Advertisers will be able to choose between two distinct modes, both powered by advanced agen...