What is The Trade Desk?

The Trade Desk (TTD) is an independent demand-side platform (DSP) for programmatic buying of display, video, audio, digital out-of-home, and CTV. It connects to many SSPs and exchanges — not tied to one walled garden like DV360 is to Google. Major brands, agencies, and performance teams use TTD for open-internet reach and data-driven targeting.

Models: CPM, CPC, CPA goals via bid strategies and Koa AI. Unified ID 2.0 (UID2) and first-party data address cookie loss. For arbitrage, TTD scales video/CTV and display retargeting via agency seats or managed accounts.

Inventory

Open web display and video pre/mid/post-roll.
Connected TV: Roku, Fire TV, major streaming apps via exchanges.
Audio: Spotify, podcast networks (partial overlap with direct Spotify Ads).
Programmatic DOOH screens.

Tracking

Third-party ad servers, click URLs with macros, post-click conversion pixels. External tracker via redirect with sub id. View-through windows set per advertiser policy.

Vs. DV360

TTD is vendor-neutral, strong on CTV and independent exchanges. DV360 integrates tightly with Google/YouTube. Choice depends on inventory access and agency ties.