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- The Trade Desk: Primarily a Demand Side Platform (DSP), The Trade Desk facilitates the buying of media inventory across various channels, including display, video, audio, and connected TV. It's designed for advertisers and agencies looking for a centralized platform to manage their programmatic ad campaigns.
improvado.io/blog/trading-desk-guideThe Ultimate Guide to The Trade Desk Features & Best Practices
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What is the trade desk AD platform?
What is the trade desk?
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The Trade Desk, a leading programmatic advertising platform, has revolutionized the way advertisers approach media buying. With its robust set of features and tools, it offers unparalleled opportunities for brands to reach their target audiences effectively.
- The Trade Desk is a Demand Side Platform (DSP) that assists advertisers in displaying their ads in optimal online locations, ensuring maximum reach...
- While both are prominent players in programmatic advertising, The Trade Desk is primarily a DSP focusing on media buying across various channels. I...
- Unified ID 2.0 is The Trade Desk's solution to the phasing out of third-party cookies. It aims to provide a more transparent method for user identi...
- The Trade Desk invests in robust security measures and verification tools to tackle issues like ad fraud and ensure brand safety.
- Yes, The Trade Desk is designed to seamlessly integrate with various data providers, tools, and platforms in the digital advertising ecosystem.
As the preferred DSP for CTV media buying, we partner with all major ad-supported streaming services to provide you with access to premium inventory, as well as the ability to tie your CTV ads to your omnichannel campaigns.
- What Is An Agency Trading Desk?
- ATD vs. DSP
- The Evolution of Agency Trading Desks
- How Does An Agency Trading Desk Work?
- What Benefits Do Atds Offer Advertisers?
- Why Are Brands Abandoning Atds?
- What Are The Leading Agency Trading Desk Services Today?
- Final Thoughts
A trading desk is either a piece of technology or a set of services provided by a media agency. The services are connected with planning, buying, managing and optimizing programmatic advertising campaigns. We’ve detailed programmatic ad-buying processes in other articles on our blog – follow this linkto catch up. From an advertiser’s perspective, t...
On the surface, the functionalities of an ATD sound similar to those offered by a self-serve demand-side platform (DSP). However, the key difference here is that agency trading desks usually offer some human labor on top of that, which is also what they charge their fees for. ATDshire software developers, account managers and data analysts who work...
Brands are increasingly demanding more transparency from agencies around fees, commissions and the cost of media. They want the ATD to be an agent working on behalf of the client rather than just a middleman charging some extra fees. Only some agencies are transparent about what their markup is on the programmatic media they offer. This has led som...
An ATD sits between the advertiser and the DSP. Unlike DSPs that charge fees to brands and agencies, which then buy inventory from SSPs and ad exchanges, ATDs charge their own fees on top of the cost of DSPs. Because a large part of ATDs is technology, they operate in a similar way to other AdTech platforms (like DSPs) in that they connect with sup...
Domain expertise:Compared to advertisers working in-house at brands, media buyers at ATDs are likely to be more knowledgeable and experienced in programmatic ad buying. Lower cost:By offering their services to a bigger number of clients, ATDs can reduce the cost of software, training and operations. Trading desks hire experienced staff, run multipl...
These days, the role of ATDs has diminished, as advertisers buying media can take advantage of programmatic technology on their own, in-house – for example, by integrating self-serve DSPs and white-label DSPs. This is usually cheaper and more transparent. There are no hidden margins on top of the price of the media (trading desks typically charge a...
ATDs have gone through major changes over the last few years; there have been numerous acquisitions and consolidations. Many leading advertising companies today are running their own trading desks: 1. Xaxis, [m]Platform (operated by WPP) 2. Accuen (operated by Omnicom) 3. VivaKi (Publicis) 4. Cadreon, Magna Global(operated by IPG) 5. Affiperf(opera...
Agency trading desks, just like many other players in the online advertising ecosystem, are facing a number of challenges – brands are taking programmatic in-house and leaving partners that don’t provide adequate levels of transparency and data ownership, as well as the constant competition from the walled gardens of Google and Facebook. Despite th...
Oct 1, 2019 · The advertising exchange developed by The Trade Desk allows marketers to choose the specific audience from several metrics, allowing for a maximized return on investment (ROI).
Oct 6, 2020 · As a DSP, The Trade Desk facilitates the programmatic purchase of digital ads by allowing users to place real-time bids on available inventory. The Trade Desk can purchase this inventory...
That’s why we created an independent media buying platform designed for the open internet. One that helps marketers unleash the full potential of their data-driven advertising, by reaching more customers doing more of the things they love — with more transparency and precision at every stage.
Dec 12, 2017 · Green described The Trade Desk’s goal as simple: help the biggest buyers know what they are buying. The Trade Desk’s technology helps them buy ads efficiently and avoid items that are...
