The Trade Desk Adds Keyword Targeting To DSP Via Grapeshot

The Trade Desk, a demand-side platform (DSP), has partnered with Grapeshot to give clients the ability to use keyword targeting when buying via real-time bidding (RTB). Grapeshot says its tech analyzes the words on Web pages to let advertisers know what’s on the page before buying impressions.

“Grapeshot has built a great product that we expect to provide lift in performance for our clients’ campaigns across the globe,” stated Jeff Green, CEO of The Trade Desk.

Earlier this year, Grapeshot updated its tech to be able to analyze keywords outside of English-speaking countries, including China, Japan and many Spanish- and Portuguese-speaking Latin American countries.

Grapeshot is a UK-based digital ad tech company that recently raised $3.3 million, pushing its total funding up to $8.6 million. The Trade Desk is the fourth DSP to integrate Grapeshot’s tech into its buying platform.

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