. In response to the increasing inventory supply available to advertisers through connected TV (CTV) as more consumers become “cord-cutters,” The Trade Desk is rolling its connected TV-buying capabilities directly into the demand-side platform. The update means buyers can use first- and third-party audience data for targeting and measure video ad buys across screens — mobile, desktop and TV — using both digital and traditional TV metrics. The demand-side platform (DSP) also enables advertisers to retarget addressable connected TV ad viewers across other devices programmatically. “It had been in a silo deal-based environment,” said Tim Sims, SVP of inventory partnerships at The Trade Desk, in a phone interview. “Now Connected TV is fully integrated into the platform to help advertisers understand their audiences across all screens.
In response to the increasing inventory supply available to advertisers through connected TV (CTV) as more consumers become “cord-cutters,” The Trade Desk is rolling its connected TV-buying capabilities directly into the demand-side platform. The update means buyers can use first- and third-party audience data for targeting and measure video ad buys across screens — mobile, desktop and TV — using both digital and traditional TV metrics.
The demand-side platform (DSP) also enables advertisers to retarget addressable connected…
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