VENTURA, Calif.--(BUSINESS WIRE)--The Trade Desk, Inc. announced today that it has launched next-generation Data Management Platform (DMP) capabilities that enable agencies, media aggregators, and their client advertisers to harness the power of big data in executing media campaigns. The launch comes at a time when the company has also established unprecedented levels of integration with leading stand-alone industry DMPs such as BlueKai.
“We’ve got a new look, and the best-built stack in the industry”
The multi-faceted approach to data management and media buying is The Trade Desk CEO Jeff Green’s vision for the future: “Data will continue to be the currency of the Internet, and we’ve only scratched the surface of what is possible in data-driven marketing,” he says. “We are continuing to grow our position as the ultimate marketing stack — where our clients can target anything, measure everything — and most importantly, make sense of it all. This product release makes it easier than ever for marketers to put relevant data to work.”
Jason Shue, The Trade Desk’s General Manager of Trading and Analytics, added, “First-party data is often used, but usually in a rudimentary way. And per transaction, third-party data is most often on the sidelines. All forms of data will play a bigger role in marketing, and on our platform, going forward. Data and media are inseparably connected for our clients.”
BlueKai’s Chief Revenue Officer Grant Ries agrees: “Some of the largest telecom and retail advertisers use our platform to manage and take action on their data asset – and their agencies take advantage of our integration with The Trade Desk to run campaigns that reach audiences effectively and at scale. We’re proud to continue to be a partner as the marketplace evolves, and we know data will be at the center.”
While The Trade Desk actually built their DMP prior to launching their demand-side platform (DSP), for which they are primarily known, this new release represents a significant innovation in data management for media buying. Dave Pickles, The Trade Desk’s co-founder and Chief Technology Officer, describes the improved product, saying, “This is partly about making it easier for marketers to fuse first- and third-party data — but this is really about activating data in the buying platform. This release puts our clients at the vanguard in closing the distance between raw data and informed media buying.”
Additionally, the DMP launch includes an expansion of the list of marquee data inventory partners, with new segments available from Nielsen PRIZM, Nielsen ConneXions, and Nielsen P$ycle, Neustar AdAdvisor, BlueKai Audience Marketplace, eXelate, and many more.
The Trade Desk has also streamlined its user interface for accelerated client onboarding, and relaunched with a new visual identity. “We’ve got a new look, and the best-built stack in the industry,” says The Trade Desk’s SVP of Strategic Business Development, Brian Stempeck. “We invite agencies using other DSPs to try us out. We’re not competing against agencies for business – we’re helping them win it.”
About The Trade Desk, Inc.
The Trade Desk powers the most sophisticated buyers in advertising technology. Founded by the pioneers of real-time bidding, The Trade Desk has become the fastest growing demand-side platform in the industry by offering agencies, aggregators, and their advertisers best-in-class technology to manage display, social, and video advertising campaigns.
The Trade Desk empowers buyers at the campaign level with the most expressive bid capabilities in market, full-funnel attribution, and detailed reporting that illustrates the consumer journey from initial impression to conversion. By maintaining a pure buy-side focus, The Trade Desk delivers on branding and performance for clients worldwide.
Headquartered in Ventura, Calif., The Trade Desk has offices in New York City, Chicago, San Francisco, Los Angeles and Boulder, Col., and in Hamburg, Germany, London, and Singapore. For more information, visit: http://www.thetradedesk.com.