• by Tobi Elkin  @tobielkin, September 8, 2016

The Trade Desk filed an amended S-1 this week that reveals a projected valuation of between $550 million and $600 million.

The amended S-1 is the first indication of what the industry can expect of the ad-tech firm’s estimated valuation. In addition, the company will make 4.6 million shares available to the market, with an anticipated share price of between $14 and $16. The company revised slightly the amount of cash it hopes to raise—up to $85.9 million. Its initial filing indicated $86.3 million.

If the projections bear fruit, The Trade Desk’s anticipated market cap would put it ahead of other publicly traded U.S. ad-tech companies. For example, French-based Criteo is valued at $2.3 billion vs. Rubicon Project’s $467 million.

The Trade Desk has already raised a total of $185 million between a venture capital round and debt financing in 2016.