The Trade Desk (TTD) was founded in 2009 by Jeff Green and Dave Pickles and is one of the leading demand-side platforms (DSP) in the Ad Tech ecosystem.
Apart from providing ad agencies and advertisers with access to inventory across various media channels (e.g. video, native, and TV), they also provide a data management platform (DMP) and data-targeting solutions.
But what makes TTD truly stand out is the fact that they provide companies with the opportunity to build custom solutions on top of their platforms and achieve more through integrations.
Which Types Of Companies Can Benefit From Integrating With The Trade Desk (TTD)?
Ad agencies for creating custom dashboards/interfaces and providing their clients with more inventory and services.
Ad tech companies for extending their client offering and gaining access to more inventory.
Brands and advertisers for extending campaign reach and optimizing performance.
What Can Companies Achieve By Integrating With The Trade Desk?
Access more inventory: The Trade Desk provides access to a number of different channels and inventory sources, including TV, audio, mobile, native, and video.
Automate processes and workflows: By integrating your existing platforms with the Trade Desk, you can improve productivity by automating certain processes. For example, you could create a campaign template so that your media traders can set up and manage campaigns quicker and automatically adjust bids across different campaigns.
Gain deeper insights: An integration with the Trade Desk allows you to pull data from your campaigns and combine it with data from other sources to create customs, in-depth reports.
3 Use Cases Of A Custom Integration With The Trade Desk
Below are a couple examples of the types of solutions companies can build by integrating with the Trade Desk.
Ad Tech Company – RT Programmatic (RTP)
RTP wants to add additional functionality to their platform to allow their clients to run personalized retargeting campaigns directly from RTP’s client panel.
There are 2 main things RTP could do to provide this new functionality to their clients.
First, they could use TTD’s APIs to automatically create retargeting campaigns that use a third-party ad tag.
Secondly, they could build a dynamic ad server component that dynamically generates creatives based on the data they collect.
So now, RTP’s clients can set a daily budget and start running campaigns all from RTP’s client panel with all the configuration happening automatically behind the scenes.
Ad Agency – The Creative Depot
The Creative Depot wants to help clients improve the effectiveness and reach of their online media campaigns but doesn’t know how to utilize the mountains of first-party and third-party data stored in their DMP.
The first step in solving this problem would be to create audience segments in the DMP, which could include data such as age, location, interests, but also behavioral data such as click events, previous interactions with ads, past purchases, etc.
From there, the agency could export them to the Trade Desk to target specific audiences.
So instead of targeting visitors based on the targeting parameters offered by TTD (such as geolocation and demographics), The Creative Depot could target their audience on a more granular level – therefore increasing the performance of their campaigns.
Brand – Red Dust Clothing
Red Dust Clothing is a large fashion retailer that invests heavily in online display advertising. As a result, they utilize a number of different DSPs, including the Trade Desk, for running their online display campaigns.
However, their in-house team of advertisers often complain they are unable to accurately and efficiently gain the insights needed to make the right media buys because they are having to constantly download the data and consolidate it in Excel.
Red Dust Clothing could improve the efficiency of their campaigns, increase scale, and receive better insights by building a custom meta-DSP.
The meta-DSP would contain data pulled from their various DSPs, including the Trade Desk, allowing their advertisers to view and manage all their campaigns from one centralized interface.