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After last quarter鈥檚 rare miss, The Trade Desk delivers: Strong earnings and UID2 adoption signal confidence for 2025 and beyond.

The Trade Desk misses big in Q4: Results landed far below expectations, but a busy 2025 lies ahead.

The Trade Desk and publishers push for a more efficient open internet: Media leaders see programmatic as a way to unlock ad opportunities while reducing reliance on walled gardens and improving supply chain transparency.

The Trade Desk bolsters its data by acquiring Sincera: The deal hints at a future for DSPs, which face increased competition from sellers.

The Trade Desk unveils a CTV operating system: The move thrusts the DSP provider into direct competition with leading CTV device manufacturers.

The Trade Desk is developing a CTV operating system: Its ambitions could trigger a new age in CTV advertising and potentially upend the balance of power.

Walmart had previously relied on The Trade Desk to access CTV inventory. Now, with Vizio, it owns the supply directly, reducing dependence on external platforms. Our take: Walmart鈥檚 Vizio move isn鈥檛 just about monetization鈥攊t鈥檚 about control. By owning both the experience and the ad space, Walmart can shape the CTV environment from the moment viewers turn on the TV to the moment they make a purchase.

By partnering with technology platforms like The Trade Desk or Criteo, which aggregate retailer data into data sets for advertisers, smaller retailers can market their data sets independently. DoorDash and Macy鈥檚, for example, offer self-service audience data to advertisers via The Trade Desk. But not all retailers are amenable to sharing.

Scope3 CEO and co-founder Brian O鈥橩elley said Brand Standards is already integrated within The Trade Desk and Google, and Dotdash Meredith will sell the tool, per Marketing Brew. Keyword risks: Outdated or overly general keyword blocking can cause brands to miss valuable advertising opportunities.

Another strong quarter for The Trade Desk: International growth and CTV surge, boosted by data-driven advertising and the new Kokai platform.

Revry cut ties with demand-side platform The Trade Desk last month, Ad Age reports. The Trade Desk prohibits the resale of ad inventory, but PrismRIOT鈥檚 value proposition lies in its proprietary data. Pursuing precision. 90% of advertisers say it鈥檚 鈥渧ery important鈥� to feature the LGBTQ+ community in advertising, up from 84% in 2021, according to a 2024 study from The Nielsen Foundation and GLAAD.

The company鈥檚 recent partnership with The Trade Desk is likely aimed at reducing friction for ad buyers accustomed to other ad managers. That $20 billion target is ambitious. We forecast that US digital audio services ad spending will reach $7.55 billion this year; Dentsu forecasts $36.4 billion in worldwide audio ad spending in 2025. What鈥檚 next?

By shedding its gaming division, AppLovin strengthens its competitive positioning against industry giants like Google, Meta, and The Trade Desk. The sale boosts capital efficiency and profitability. With the gaming business gone, AppLovin's higher-margin advertising arm (78% EBITDA vs. 19% for gaming) becomes the main growth driver.

This month鈥檚 Spotify Ad Exchange (SAX) launched globally, enabling programmatic buying through integrations with The Trade Desk, Google DV360, Magnite, and others. Spotify also introduced Generative AI Ads, helping advertisers produce customizable audio spots quickly and affordably, removing barriers for smaller brands.

Familiarity with Google鈥檚 ad products could mean that advertisers choose to continue spending on its platforms even if there is a partial breakup or sell-off鈥攂ut advertiser grumblings about unfair practices and transparency issues at Google could drive interest in competing offerings from other tech giants or from comparatively smaller firms like The Trade Desk.

Spotify Ad Exchange (SAX) is now live globally, following North American testing with The Trade Desk. It integrates with Google DV360, Magnite, and soon Yahoo DSP and Adform, expanding Spotify鈥檚 programmatic reach. Custom audiences are now available in Ads Manager, enabling advertisers to match their first-party data to Spotify users and build lookalike segments.

Amazon, Google's DV360, and The Trade Desk are the leading DSPs 鈥渋n that order,鈥� with companies like Xandr and Yahoo comprising a second tier of platforms. LiveRamp's position as what Howe calls 鈥渢he power company鈥� of ad tech allows it to partner broadly, as it doesn鈥檛 compete in media, agency services, or other adjacent businesses that might create conflicts of interest.

It recently partnered with ad tech provider The Trade Desk and rewards platform Ibotta to help advertisers deliver more personalized campaigns and coupons across beauty, alcohol, and other categories. Its outlook anticipates 鈥渟ignificant鈥� investment in expansion, which could pressure its profits.

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.

The full funnel: DoorDash has teamed up with The Trade Desk in an effort to help advertisers deliver more relevant campaigns across display, mobile, streaming audio, and connected TV (CTV), as well as achieve closed-loop measurement.