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Criteo, The Trade Desk, Taboola, Disney, and even individual publishers like The New York Times are pushing AI-powered advertising tools to meet growing demand from marketers.

said Jeff Daniel, general manager of retail data partnerships at The Trade Desk. 鈥淣ow that there鈥檚 all this retail data-enabled off-site scale I can see and use, how do I reconcile it with my national media?鈥�. Advertisers鈥� appetite for experimentation will be curbed but not eliminated. Used a certain way, retail media networks (RMNs) offer the prospect of unusually high ROI to advertisers.

The Trade Desk. Tinuiti.

In March, Disney partnered with demand-side platforms (DSPs) The Trade Desk and Google鈥檚 Display & Video 360 to open up more of its streaming ad inventory to programmatic sales. And in June, Disney announced that it would target 鈥渕id-market advertisers鈥� that spend between $30 million to $300 million on advertising per year.

Spotify鈥檚 CFO, Christian Luiga, told investors in February that 2025 will be the 鈥測ear of building,鈥� as it looks to add more DSP integrations beyond its pilot partner, The Trade Desk. If all goes to plan, 2026 will be the year the platform gets to scale, per Luiga.

Nectar360, which has signed a deal with The Trade Desk to expand its off-site reach, enabling customers to target Nectar audiences across various channels, including connected TV (CTV) and online video inventory. AI-powered personalization is the next frontier for loyalty programs鈥攂ut it has potential pitfalls. AI-powered personalization can take loyalty programs to the next level.

said Jeff Daniel, general manager of retail data partnerships at The Trade Desk. 鈥淣ow that there鈥檚 all this retail data-enabled off-site scale I can see and use, how do I reconcile it with my national media?鈥�. Advertisers鈥� appetite for experimentation will be curbed but not eliminated. Used a certain way, retail media networks (RMNs) offer the prospect of unusually high ROI to advertisers.

Disney and NBCU signal a major shift in CTV ad buys: Both are working with The Trade Desk to make inventory available programmatically.

The Trade Desk shows a way forward for advertising: Strong adoption of its Unified ID 2.0 solution led the company to strong Q4 earnings.

CVS Media Exchange (CMX) announced yesterday the beta launch of a new self-service offering in collaboration with The Trade Desk. The offering includes enhanced audience targeting, transparent ad pricing, the ability to activate media through its data service provider, and improved performance insights.

The news: Virtual product placement startup Rembrand has raised $23 million in Series A funding led by super{set}, with participation from The Trade Desk, Naver D2SF, and L'Or茅al's venture fund BOLD, bringing its total funding to $31 million.

Ninety-one percent of US advertisers plan to maintain or increase their investment in retail data in the next few years, according to data from The Trade Desk Intelligence.

For the past few years, some of the biggest names in ad tech鈥擳he Trade Desk, PubMatic, Magnite鈥攈ave held onto CTV as a shiny growth narrative. Although investors鈥� enthusiasm seems to have started subsiding, CTV does represent a massive long-term opportunity for ad tech stakeholders. In the near term, a good deal of programmatic CTV ad dollars will transact directly with platforms that are still committed to keeping their content and data behind garden walls.

The Trade Desk (TTD) made waves with its Sellers and Publishers 500+ Marketplace last year. The solution, essentially a large inclusion list, narrows the open web down to a subset of websites and apps that TTD regularly vets and updates. In 2022, GroupM launched Premium Marketplace to provide clients with direct access to high-quality inventory.

In March, Disney announced that Disney+ and Hulu inventory would be made available programmatically via The Trade Desk (TTD). In September, news broke that TTD was working on a CTV operating system. The OS, Ventura, was officially announced in November. Our take. Expect 2025 to be just as eventful in the digital arena鈥攚ith the same thorough analysis from our analysts in the year to come.

At The Trade Desk鈥檚 FWD25 event, executives detailed how they鈥檙e using direct consumer relationships to enhance targeting, measurement, and personalization in a privacy-first era. Early adoption pays off: The New York Times is reaping the benefits of having abandoned third-party cookies well before industry-wide deprecation and pursuing a first-party data strategy.

They can also activate programmatically through over a dozen platforms, including Google鈥檚 Display & Video 360, The Trade Desk, and Yahoo. Amplified Intelligence. Amplified Intelligence is an Australia-based provider touting proprietary attention data from over 100,000 human subjects from 15 countries.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Google might not be willing to switch its smart TVs to Roku鈥檚 OS (an issue The Trade Desk will face as it enters the sector). Still, Roku鈥檚 suite of content that appeals to broad audiences has been enough to bring the two companies to the table.

Netflix also teamed up with leading ad tech partners like The Trade Desk, Google, and Magnite to bolster programmatic ad offerings and reach premium advertisers with better targeting. To improve measurement, Netflix partnered with firms iSpot and TVision, complementing existing relationships with Nielsen and other analytics companies. These additions aim to improve insights and campaign effectiveness.

However, advertising grumblings about unfair practices and transparency issues at Google could drive interest in competing offerings from other tech giants or from comparatively smaller players like the Trade Desk. That's what we've got time for this episode. We'll be talking a lot more about this and the other Google trial going forward, so stay tuned for that. In part, this is going to take time.

Roku, Disney, and The Trade Desk are just some of the large CTV players fueling growth in this vital segment of off-site retail media. Retail media CTV will make up 39.4% of off-site retail media ad spending in 2024. Retail media CTV ad spending will more than double from 2024 to 2028. The figure will go from $4.19 billion in 2024, to $10.44 billion in 2028.

CVS partnered with The Trade Desk and Vibenomics to offer self-service audio ads to shoppers in 6,900 stores. 7-Eleven plans to expand its Gulp Radio network to 5,000 stores by the end of 2024, and to all 12,000+ 7-Eleven, Speedway, and Stripes locations nationwide by the end of next year.

CTV ad inventory is sold by streaming services (e.g., Netflix, Disney+), programmatic platforms (e.g., The Trade Desk, FreeWheel), and manufacturers of connected devices and smart TVs (e.g., Roku, Samsung)鈥攏ot to mention countless resellers. This complicates cross-platform measurement. Nielsen鈥檚 analogue panel-based measurement struggled to keep up with audience fragmentation.