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Trade Desk (Nasdaq: TTD) | Company Profile, History, Competitors

 

Trade Desk (NASDAQ: TTD) helps advertising agencies manage the purchasing of digital advertising. As of 2017, Trade Desk had 657 advertising clients around the world. It was founded in 2009 and headquartered in Venture, CA.

Trade Desk was founded in 2009 by Jeff Green, who left Microsoft to start the company. Trade Desk provides a platform for advertisers to optimize the purchasing of digital advertising across multiple exchanges. Trade Desk has ad inventory from 70 different ad exchanges and 135 data vendors.

Business Model

Trade Desk operates a Demand Side Platform (DSP), where advertisers can automate the planning, execution and optimizing of advertising. Trade Desk aggregates ad inventory across a range of devices (computer, mobile) and formats (display, mobile, video) for advertisers to purchase on one platform.

Trade Desk has ad inventory from 70 different ad exchanges and 135 data vendors.[1] Trade Desk has also partnered with video publishers Hulu, Sling, Discovery and audio platforms Pandora and Spotify.

Pricing

Trade Desk charges their customers on a percentage of total advertising spending through its platform. Trade Desk maintains separate contracts with each customer.

Customers

Trade Desk's customers are primarily advertising agencies. In 2017, the three large advertisers, Omnicom Group, WPP plc, and Publicis Groupe represented 39% of its revenues.[2]

Competitors

Trade Desk's main competitors are other digital advertising purchasing platforms like Google DoubleClick and AppNexus,

History

The company was founded in 2009 by Jeff Green, who left Microsoft to start the business. In 2016, the company went public.

Management

Jeff Green (CEO): Jeff Green serves as CEO and founder since 2009. Prior, he founded AdECN, the first online advertising exchange, which was acquired by Microsoft.

Paul Ross (CFO): Paul Ross serves as CFO since 2014. Prior, he served as CFO at DecisionPoint Systems, Teledata, Meade Instruments and Power-One.

Financials

 $ USD in millions     2014  2015  2016  2017
 Revenues $45 
$114 
$203 
$308 
 Operating Profit $1 
 $38 
 $58 
 $69 
 Net Income $0 
$9 
 ($26) $51
 EPS -
$0.52 
($1.46) $1.15

References

The Trade Desk, Inc.
 
  Ticker     NASDAQ: TTD
  Industry Technology
  Founded 2009
  Headquarters Venture, CA
  Clients
657 (2017)
  Revenues
$308mm (2017)
  Employees 713 (2017)
  Website thetradedesk.com