The Trade Desk, the self-service demand-side ad-tech platform, is expanding its connected TV product and is starting up audience targeting and attribution for its connected TV service.
Advertisers on The Trade Desk platform can now do targeted TV buys through internet-connected TVs, including smart TVs and streaming devices, using their first- and third-party data.
Marketers can measure the impact of connected TV advertising with both digital and traditional TV metrics including video completion rate, gross ratings points (GRPs), and view-through conversions driven by connected TV commercials. In addition, they can retarget the homes viewing connected TV commercials across other devices.
The Trade Desk also says it has “completed deeper integrations with Nielsen to support CTV (connected TV) measurement.”
Earlier this year, The Trade Desk said the connected TV business grew 200% year-over-year.
In the second quarter of this year, The Trade Desk reported that revenues rose 54% to $72.8 million. Net income more than doubled to $18.8 million from $7.6 million.
For full-year 2017, the company is increasing its revenue guidance to at least $291 million from $270 million. Gross advertising spend through its systems broke the $1 billion mark in 2016.
Earlier this month, The Trade Desk announced a “deeper integration” with Tremor Video that will enable media buyers to access more premium programmatic inventory across connected TV and over-the-top (OTT) platforms.
The deal includes inventory from Dish Network, Sling TV, A+E Networks and Bloomberg Media, which are the charter publishers participating in the offering.
Over the past year, The Trade Desk has seen a doubling of its stock price to $59 recently from $30 a share a year ago. Mid-day Thursday trading of its stock was down 1.4% to $58.99.