DSP Trade Desk Revenues Rocket Up 32%, Connected TV Sees Major Gains

The Trade Desk, the demand-side advertising platform, continues to post sharply higher revenue and net income results -- up 32% (to $216.1 million) and 112% (to $41.2 million), respectively.

The company credits more advertisers driven to its self-service, cloud-based media-buying platform, as well as marketers making shifts from live, linear TV to connected TV and streaming TV media buys.

The Trade Desk says connected TV business was up over 100%, while mobile video was 70% higher and audio also improved 70%.

Jeff Green, chief executive officer of The Trade Desk, said one contributing factor to its recent strong growth, due to the COVID-19 pandemic, was the lack of live sports on live, linear TV networks. “It's difficult to argue that we didn't benefit from the struggle that live sports has had in 2020,” he said speaking to analysts on Thursday.

Blake Grayson, chief financial officer of The Trade Desk, says advertising categories that continue to spend heavily on its platform include health and fitness, technology and computing, food and drink, and home and garden. He adds that automotive marketers have shown double-digit percentage improvement.

The Trade Desk says its advertiser retention rate using its platform has been over 95% for the last five years.

The Trade Desk has been pushing its Unified ID 2.0, a new industry-wide audience targeting effort, built as an alternative to third-party cookies. Recent Trade Desk partnerships for this ID effort include: Nielsen Holdings; Criteo S.A., a technology company for marketers; and LiveRamp Holdings, the data connectivity platform.

For the coming fourth quarter, the company estimates revenue to be between $287 million to $291 million -- which would be a 33% to 35% gain over the fourth quarter of 2019.

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