The Trade Desk, Inc. · NASDAQ:TTD

The Trade Desk — Investor Day (March 2019)

35 slides from The Trade Desk's investor day presentation, Mar 6, 2019

  1. Slide 1: Forward looking statements and Non-GAAP Financials

    Forward looking statements and Non-GAAP Financials This presentation is for informational purposes only and is not an offer to sell securities or a solicitation of an offer to buy any securities, and may not be relied upon in connection with the purchase or sale of any security. This presentation is

  2. Slide 2: Dave Pickles, Chief Technology Officer & Founder

    Dave Pickles Chief Technology Officer & Founder

  3. Slide 3: The Next Wave

    The Next Wave © theTradeDesk . Investor Day

  4. Slide 4: theTradeDesk Investor Day

    theTradeDesk . Investor Day

  5. Slide 5: Welcome to the Centripetal Marketing Desktop

    hetradedesk Welcome to the Centripetal Marketing Desktop InPRessions cuicks CONVERSIONS UnPRESSIONS cuicKs, CONVERSIONS © theTradeDesk . Investor Day

  6. Slide 6: A bid factor approach

    A bid factor approach A Bid Factor approach allows each user attribute to contain a multiplier determined by man or machine. This approach allows traders to value each user individually & dynamically. No need for new lines, new budgets, and no need to store tons of permutations. 2X 1.5X This means 2

  7. Slide 7: Line item vs. Bid factor bid landscape

    Line item vs. Bid factor bid landscape Line Item vs Factored Bidding • Factored bids closely approximate Bidding Landscape Zoomed in View covariant peaks found via line item $4.00 algorithm • Line item algorithms closely $3.50 approximate only a small percentage of all lines, and really $3.00 miss o

  8. Slide 8: Advertiser Reports

    (ite wes eck |mamee reports | © the rade Cesk | Raps © > [[e teicestestenanpeparttcnoeeiioBenerira| (2) Mon vated |_| ceting Stared Lats Hades Todedaseveb Bi bccknats ‘® thetradedesk RTB Impressions | Fixed Price Impressions | Fixed Price Booked To Run | High Definition Reporting ADVERTISER REPORT P

  9. Slide 9: 2013 Ship List

    2013 Ship List Recency Exclude Low Spend Change Language Bulk Edit Video Private Deals Adjustments Value Users Prioritization Journaling Targeting in Adgroup Predictive Data Audience >1MM QPS SSL Support Cloning Inventory ++ New DMP New UI Providers ++ Targeting Household Click Deal ID Currency Quic

  10. Slide 10: Centripetal

    © theTradeDesk tah dh CENTRIPETAL IMPRESSIONS Prefers ‘000 15.0 1 Sound smn ws e007 campaigns @ $1000 _ o $20,00 0k Wins ‘so7sT on 1% $5.00 Win ate ania Oue 7 || sio00 es cus os O Off Spending . baa com sis aber al| .. . a | _|lz Te © Out OF Buxiget ” = om 0.080% ° om $180 ° ‘ed by Name, Ascending:

  11. Slide 11: Over 3000 features shipped on classic's UI

    Over 3000 features shipped on classic’s UI Public API Bulk Editing Bulk 3rd Party tag uploading Custom Geo Uploading Recency Visualization

  12. Slide 12: DeaeDesk tae © thetadeDesk taca

    DeaeDesk tae © thetadeDesk taca © theTradeDesk . Investor Day

  13. Slide 13: Slide 13

  14. Slide 14: Megagon

    Megagon © theTradeDesk Home / Advertiser Compsign / 07/01/18 - 07/30/18 $12,000.00 ‘$4,320.00 ‘$7.50 $7.29 Site LAL - Display comment Fu . PEND CPAGOAL—crAACT 1G GOALS & BUDGET —stTTINGs “@ Recommendation Activity (Currant Flight Bid Health Pacing Yesterday st 7 Koa™ has discovered a new way to Spen

  15. Slide 15: Planner

    Planner © theTradeDesk . Investor Day

  16. Slide 16: Let Koa make recommendations.

    Let @» Koa make recommendations. © theTradeDesk . Investor Day

  17. Slide 17: theTradeDesk next wave

    @) theTradeDesk next wave

  18. Slide 18: theTradeDesk Investor Day

    theTradeDesk . Investor Day

  19. Slide 19: So, what are we doing now

    So, what are we doing now 1. Increase # of Campaigns Executing Optimally a. Workflow b. Koa c. Identity Alliance Model 2. Unified ID 3. CTV 4. International/China 5. API

  20. Slide 20: Trader workflow improvements

    Trader workflow improvements

  21. Slide 21: Increase the number of campaigns executing optimally

    Increase the number of campaigns executing optimally Megagon Adgroup Spend % of Platform Total 100% 80% >75% 60% 40% 20% 0%

  22. Slide 22: Koa gets... taller...

    Koa gets... taller... 2019 © theTradeDesk . Investor Day

  23. Slide 23: Identity Alliance

    Identity Alliance © theTradeDesk . Investor Day

  24. Slide 24: Committed to a marketplace approach

    Committed to a marketplace approach The Trade Desk’s identity solution gives buyers the flexibility to use their preferred identity partner for their digital buys across desktop, mobile, tablet, and connected TV devices.

  25. Slide 25: Leverage the power of all vendors

    Leverage the power of all vendors Each vendor’s XD graph is largely unique, with very low overlap. Identity Alliance uses the most relevant slices of each graph to determine the best match for each impression. Identity Alliance

  26. Slide 26: Identity Alliance step changes performance

    Identity Alliance step changes performance % Audience that Overlaps with Graph Audience Expansion Rate 90.50% +45% 20.39 +196% 62.5% 6.88 11VENDOR VENDOR IDENTITY ALLIANCE IDENTITY ALLIANCE 11 VENDOR Vendor Identity ALLIANCE IDENTITY Alliance Set more accurate people based frequency caps More than d

  27. Slide 27: Unified ID

    Unified ID © theTradeDesk . Investor Day

  28. Slide 28: Each time a new user visits a web page…

    Each time a new user visits a web page… ….many more DSPs & SSPs Repeat: Whenever an unidentified user visits a website, this process repeats itself.

  29. Slide 29: Match rate effects reach and performance

    Match rate effects reach and performance Active cookies Lost cookies 100 million users 80 million users 64 million users 44.8 million users Start: Sync 1: Sync 2: Sync 3: Advertiser’s with DMP with DSP with SSP target audience 80% match rate 80% match rate 70% match rate In today’s universe, the adv

  30. Slide 30: Unified ID addresses those problems

    Unified ID addresses those problems Active cookies Lost cookies 100 million users 100 million users 100 million users 100 million users Start: Sync 1: Sync 2: Sync 3: Advertiser’s with DMP with DSP with SSP target audience 100% match rate 100% match rate 100% match rate By transacting on the unified

  31. Slide 31: CTV

    CTV Reach and Implementing good frequency More inventory creatives / make more effective Creating standards Universal forecasting Ease of CTV Activating more campaign setup data in CTV environment Connected TV

  32. Slide 32: China

    China Ensuring Fast and localized UI compliance (creatives) Data – integrating data Brand safety and inventory validation Working with ecosystem tools to define what the standards are Local teams in market Data science China

  33. Slide 33: A true software platform business

    A true software platform business • Management & service PARTNER • Trafficking & optimization SERVICE LAYER • More data visualization • Client reporting TTD has left a gap in the stack and encourages our partners to build their own proprietary tech on top of PARTNER our bidders. • Analytics & data m

  34. Slide 34: ia Sirens Siocon SO

    aE ia Sirens Siocon SO © theTradeDesk . Investor Day

  35. Slide 35: Thank You

    Thank You © theTradeDesk . Investor Day

The Trade Desk — Investor Day (March 2019) on 6ix