The Trade Desk

Corporate brand

An independent advertising-technology company providing a data-driven demand-side platform for programmatic digital media buying.

Last updated November 4, 2026

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Overview

The Trade Desk is an American advertising-technology company whose principal product is an independent demand-side platform, or DSP, used by brands, agencies, and other advertisers to purchase digital advertising programmatically. Its software automates the selection, bidding, delivery, and measurement of advertising across multiple channels, including display, video, audio, mobile, social environments, and connected television. The company combines real-time auction access with audience data, campaign planning, optimization, measurement, identity solutions, and supply-chain tools. The company was founded in 2009 by Jeff Green and David Pickles. The founders had previously worked together at Microsoft after Microsoft's acquisition of Green's real-time advertising auction company, AdECN, in 2007. Their experience in digital advertising exchanges shaped The Trade Desk's focus on giving media buyers a specialized platform rather than operating primarily as a publisher, social network, or media owner. The business became an early participant in the development of real-time bidding and was involved as a key partner in Facebook Exchange when that system launched in 2012. The Trade Desk became a publicly traded company in September 2016. It has positioned itself as an independent alternative to vertically integrated advertising ecosystems operated by companies such as Google and Meta. Its stated value proposition centers on transparency, interoperability, data-driven decision-making, and the ability for advertisers and agencies to manage campaigns across publishers and media owners from a common buying system. The platform provides access to inventory through a broad network of supply and data partners and supports enterprise application programming interfaces, self-service workflows, analytics, planning, and media-format-specific buying. Connected television became an important area of expansion. The company integrated connected-TV buying and measurement into its platform in 2017 and subsequently developed relationships involving major television, streaming, and technology companies. Its inventory and advertising relationships have included organizations such as Disney, NBCUniversal, Roku, Walmart, Spotify, and Netflix, although the precise commercial arrangements differ by partner and market. In 2018, the company expanded its platform in China through relationships intended to connect marketers with Chinese media companies and exchanges, including Alibaba, Tencent, and Baidu Exchange Services. The Trade Desk has also invested heavily in artificial intelligence, identity, and supply-chain transparency. Koa, introduced as an AI forecasting engine, was designed to help buyers evaluate likely campaign outcomes and allocate budgets. Unified ID and later Unified ID 2.0 were developed as identity-related technologies for advertising environments facing the decline of third-party cookies. UID 2.0 uses encrypted identifiers derived from information such as email addresses or telephone numbers and is intended to support addressability while limiting the exposure of raw personal information. The system has been adopted or supported by companies including Disney and Paramount and by major advertisers such as Procter & Gamble and Unilever. OpenPath, introduced in early 2022, gives advertisers direct access to selected premium publisher inventory and is intended to reduce unnecessary intermediary steps in the programmatic supply chain. In 2023, the company launched Kokai, a media-buying platform incorporating distributed artificial intelligence, machine learning, measurement, and optimization capabilities. Later initiatives included OpenSincera, an API announced in 2025 for producing metadata about advertising quality and digital supply-chain health, and a Deal Desk feature designed to help advertisers manage publisher agreements within Kokai. The company operates internationally and has more than 30 locations and hundreds of supply, data, and media relationships according to reference descriptions. Its customers include advertisers and agencies seeking cross-channel campaign execution rather than consumers purchasing a conventional branded product. Revenue growth has been associated with increasing programmatic spending and the expansion of connected television and other digital formats. The Trade Desk remains an active public company and a prominent independent participant in the global advertising-technology market.

History

The Trade Desk emerged from the development of real-time digital advertising auctions. Co-founders Jeff Green and David Pickles had worked together at Microsoft after Microsoft's 2007 acquisition of AdECN, an advertising auction company founded by Green. In 2009 they established The Trade Desk to build software for advertisers and agencies buying digital media through automated auctions. Rather than operating as a consumer-facing media destination, the company focused on the technology layer used to plan, purchase, optimize, and measure advertising campaigns. The company became involved in the early expansion of real-time bidding. In 2012, it was identified as a key partner in Facebook Exchange, Facebook's real-time bidding advertising platform. This helped establish The Trade Desk within the wider programmatic advertising ecosystem. Its platform subsequently expanded beyond conventional web display into video, mobile, audio, connected television, and other digital formats. The company emphasized independent access to media inventory and data, contrasting its model with large advertising businesses that also control major publisher, search, social, or operating-system assets. In 2015, Forbes included The Trade Desk among America's Most Promising Companies. Green and Pickles were also recognized as Ernst & Young Entrepreneurs of the Year for the Greater Los Angeles region. The company went public on September 21, 2016, marking a transition from a venture-backed technology business to a listed advertising-technology provider. A major strategic development came in 2017, when connected-TV buying and measurement were integrated into the platform. The company also acquired AdBrain, a marketing-insights business, and pursued greater visibility into programmatic transactions by helping buyers identify the parties selling or reselling inventory in a bid request. In 2018, The Trade Desk expanded its offering in China through partnerships intended to connect marketers with Chinese media companies and exchanges. That period also saw the introduction of Koa, an artificial-intelligence forecasting engine; The Trade Desk Planner for mapping campaign strategies; a redesigned user interface; and Unified ID, a proprietary global identity-resolution technology. The company continued to build relationships across streaming and connected television. In 2019, Amazon Fire TV connected-TV applications integrated with Amazon Publisher Services, creating a route for the purchase of advertising inventory associated with third-party television content providers through The Trade Desk. The same year, The Trade Desk ran the Media for Humankind campaign, presenting its approach as a more transparent alternative to the dominant advertising platforms operated by Google and Facebook. As browsers and technology companies moved away from third-party cookies, identity became a central area of product development. Unified ID 2.0 launched in 2020 as an identity framework based on encrypted information derived from email or telephone data. The initiative was intended to preserve addressability and measurement while limiting the use of directly exposed personal information. Reference material identifies support or adoption involving Disney, Paramount, Procter & Gamble, and Unilever. OpenPath launched in early 2022. It was designed to provide advertisers with more direct access to premium digital advertising inventory, including inventory from publishers such as Condé Nast, Reuters, and The Washington Post. In June 2023, The Trade Desk introduced Kokai, a media-buying platform that incorporated distributed artificial intelligence, deep-learning algorithms, and measurement into digital media operations. Partnership activity continued in 2024. NBCUniversal announced that selected broadcast inventory associated with the Paris 2024 Summer Olympics would become available to online automated programmatic marketers through a partnership with The Trade Desk. Netflix also announced The Trade Desk as one of the advertising technology partners supporting the expansion of its advertising relationships. In May 2025, The Trade Desk announced OpenSincera, an API intended to provide metadata about advertising quality and the condition of the digital advertising supply chain. It also added Deal Desk to Kokai, enabling advertisers to manage publisher deals more directly. The company was added to the S&P 500 Index in July 2025 according to the supplied reference material. Through these developments, The Trade Desk evolved from a specialized real-time bidding provider into a broad, international platform covering programmatic buying, connected television, identity, optimization, measurement, and supply-chain transparency.

2025
OpenSincera and Deal Desk announced
[1]The Trade Desken.wikipedia.org
The company announced an advertising-quality metadata API and a publisher-deal management feature within Kokai.
2025
Added to the S&P 500
[1]The Trade Desken.wikipedia.org
The supplied reference material states that The Trade Desk was added to the S&P 500 Index in July.
2023
Kokai launches
[1]The Trade Desken.wikipedia.org
Kokai combined artificial intelligence, measurement, and deep-learning capabilities with programmatic media buying.
2022
OpenPath launches
[1]The Trade Desken.wikipedia.org
OpenPath was introduced to create more direct advertiser access to premium publisher inventory.
2020
Unified ID 2.0 launches
[1]The Trade Desken.wikipedia.org
The company introduced a second-generation identity framework for advertising environments with reduced reliance on third-party cookies.
2019
Media for Humankind campaign
[1]The Trade Desken.wikipedia.org
The Trade Desk launched a campaign highlighting transparency in digital advertising and its independence from major media platforms.
2018
China expansion and new platform tools
[1]The Trade Desken.wikipedia.org
The company expanded through Chinese media partnerships and introduced Koa, Planner, a revised interface, and Unified ID.
2017
Connected television integration
[1]The Trade Desken.wikipedia.org
Connected-TV buying and measurement were integrated into the platform, alongside the acquisition of AdBrain.
2016
Initial public offering
[1]The Trade Desken.wikipedia.org
The company became publicly traded on September 21 under the ticker TTD.
2012
Participation in Facebook Exchange
[1]The Trade Desken.wikipedia.org
The Trade Desk became a key partner in Facebook's real-time bidding advertising platform, Facebook Exchange.
2009
The Trade Desk is founded
[1]The Trade Desken.wikipedia.org
Jeff Green and David Pickles co-founded the company as a technology provider for automated digital advertising buying.

Products and positioning

An independent, transparent, data-driven demand-side platform for advertisers and agencies, differentiated from vertically integrated advertising ecosystems by its cross-channel buying capabilities and emphasis on interoperability.

Demand-side platform · 2009
The Trade Desk platform
The company's core programmatic buying platform enables advertisers and agencies to purchase and optimize digital media across display, video, audio, mobile, connected television, and other channels. It combines real-time bidding with audience data, campaign planning, reporting, measurement, enterprise APIs, and self-service workflows. The platform is intended to provide a single operating environment for cross-channel media buying while exposing more information about inventory, transactions, and supply relationships than closed advertising ecosystems typically provide.
Artificial intelligence and forecasting · 2018
Koa
Koa is an artificial-intelligence forecasting engine developed to help media buyers evaluate campaign conditions, estimate likely outcomes, and improve budget allocation. It forms part of The Trade Desk's broader effort to apply machine learning and predictive analytics to bidding and optimization rather than relying only on manual campaign settings.
Advertising identity technology · 2020
Unified ID 2.0
Unified ID 2.0 is an identity framework designed for addressable advertising in environments where third-party cookies are unavailable or declining. It uses encrypted identifiers derived from information such as email addresses or phone numbers, with the objective of supporting audience recognition, measurement, and frequency management without exposing raw contact information to every participant in the advertising transaction.
Publisher inventory access · 2022
OpenPath
OpenPath is a supply-side access initiative that gives advertisers more direct access to selected premium publisher inventory. It is designed to reduce unnecessary intermediary layers in programmatic transactions and improve visibility into the path between buyers and publishers. Reference material identifies Condé Nast, Reuters, and The Washington Post among publishers using or associated with OpenPath.
Media-buying platform · 2023
Kokai
Kokai is a media-buying platform that brings together distributed artificial intelligence, deep-learning methods, measurement, and digital campaign execution. It represents a newer generation of The Trade Desk's product architecture, with capabilities intended to assist planning, optimization, evaluation, and publisher-deal management within a unified workflow.
Advertising-quality API · 2025
OpenSincera
OpenSincera is an API announced to generate metadata concerning advertising quality and the health of the digital advertising supply chain. Its purpose is to give market participants additional information for evaluating inventory, identifying quality conditions, and improving transparency across programmatic transactions.

Marketing campaigns

2019Media for Humankind
United States · Global digital advertising markets
The Trade Desk used Media for Humankind to promote its positioning as a more transparent and independent alternative to advertising ecosystems operated by Google and Facebook.
Outcome. Reinforced the company's independence and transparency-focused brand positioning.
Source

Brand decisions

2025
Add OpenSincera and Deal DeskProduct launch
Background
Advertisers and publishers needed better information about inventory quality and more direct management of commercial media relationships.
Action taken
The Trade Desk announced OpenSincera for advertising-quality and supply-chain metadata and added Deal Desk to Kokai for advertiser-publisher deal management.
Aftermath
The moves extended the company beyond bidding and optimization into supply-quality evaluation and direct deal workflows.
Source
2023
Launch KokaiProduct launch
Background
Programmatic media buying was becoming more dependent on automated optimization, machine learning, and integrated measurement.
Action taken
The company launched Kokai as a new media-buying platform incorporating distributed AI, measurement, and deep-learning algorithms.
Aftermath
Kokai became the foundation for subsequent product additions such as Deal Desk.
Source
2022
Reduce intermediary layers through OpenPathStrategy
Background
Advertisers and publishers were seeking greater visibility and efficiency in an increasingly complex programmatic supply chain.
Action taken
The Trade Desk introduced OpenPath to provide more direct access to selected premium publisher inventory.
Aftermath
The initiative strengthened the company's supply-chain transparency and premium-inventory access proposition.
Source
2020
Develop a post-cookie identity frameworkStrategy
Background
Browser restrictions and industry changes were reducing the reliability of third-party cookies for advertising addressability and measurement.
Action taken
The Trade Desk launched Unified ID 2.0, based on encrypted identifiers derived from consented contact information.
Aftermath
The initiative became a major component of the company's response to changes in digital identity and was supported by selected media companies and advertisers.
Source
2018
Expand in China and add AI and identity toolsStrategy
Background
Advertisers required access to regional media markets, more predictive campaign tools, and alternatives to fragmented audience identification systems.
Action taken
The company launched its platform in China through partnerships and introduced Koa, Planner, a revised interface, and Unified ID.
Aftermath
The Trade Desk broadened its geographic and technical scope beyond basic real-time bidding.
Source
2017
Expand into connected televisionStrategy
Background
Television viewing was increasingly shifting toward streaming and connected devices, creating demand for automated buying and measurement beyond conventional web advertising.
Action taken
The Trade Desk integrated connected-TV buying and measurement into its programmatic platform and expanded relationships with television and streaming participants.
Aftermath
Connected television became one of the company's important growth and partnership areas.
Source

Recent events

2025
The Trade Desk announces OpenSincera and Deal Desk[1]The Trade Desken.wikipedia.org
Product launch
OpenSincera was announced as an advertising-quality and supply-chain metadata API, while Deal Desk was added to Kokai for advertiser-publisher deal management.
2024
NBCUniversal makes Paris 2024 Olympic inventory available through The Trade Desk[1]The Trade Desken.wikipedia.org
Campaign · Other
NBCUniversal announced a partnership allowing automated programmatic marketers to access certain broadcast advertising opportunities around the Paris 2024 Summer Olympics.
2024
Netflix adds The Trade Desk to its advertising partnerships[1]The Trade Desken.wikipedia.org
M&A · Other
Netflix announced that The Trade Desk would join a group of advertising technology partners supporting access to its advertising inventory.
2023
The Trade Desk launches Kokai[1]The Trade Desken.wikipedia.org
Product launch · Product generation
Kokai was launched as a media-buying platform combining artificial intelligence, measurement, and machine-learning capabilities.
2022
The Trade Desk launches OpenPath[1]The Trade Desken.wikipedia.org
Product launch
OpenPath was introduced to give advertisers direct access to selected premium publisher inventory.
2020
The Trade Desk introduces Unified ID 2.0[1]The Trade Desken.wikipedia.org
Product launch
The company introduced a second-generation identity framework intended for addressable advertising in a post-cookie environment.
2017
The Trade Desk expands connected-TV buying and measurement[1]The Trade Desken.wikipedia.org
Product launch
Connected television buying and measurement were integrated into the company's programmatic platform.
2016
The Trade Desk becomes a public company[1]The Trade Desken.wikipedia.org
Other
The company completed its initial public offering and began trading under the ticker TTD.

Sources12 sources

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