The Trade Desk introduces audience targeting and Attribution for Connected TV
September 22, 2017
The Trade Desk, a global technology platform for buyers of advertising, addresses shifting TV viewership with the expansion of its best-in-class Connected TV product, giving advertisers the ability to combine the impact of TV with the precision of digital. Audiences who have moved away from traditional TV – including over 22 million predicted U.S. cord-cutters in 2017, up 33 per cent from last year – can now be reached with connected TV (CTV) advertising and targeted using customer data from within The Trade Desk’s trusted Data Management Platform.
Advertisers on The Trade Desk platform can now easily launch targeted TV buys through internet-connected TVs, including Smart TVs and streaming devices, reaching their desired audiences on the biggest screen in the home. Advertisers using The Trade Desk can now:
- Target valued consumers while they are within a CTV environment using first- and third-party data
- Measure the impact of CTV advertising with both digital and traditional TV metrics including video completion rate, gross ratings points (GRPs), and attributing view-through conversions driven by your CTV commercials
- Retarget households that viewed CTV commercials across other devices – activating full-funnel strategies against individual households
Max Jaffe, SVP Trading & Operations, North America at Xaxis says, “Extending programmatic to TV has always been our goal, but the challenge was finding the same users in TV that we were reaching online. Connected TV targeting changes that. We can now focus commercials on specific households – at scale – using our own custom data segments inside The Trade Desk platform.”
Marcus Pratt, VP of Insights and Technology at Mediasmith adds, “There’s truly no substitute to reaching consumers on the big screen, but reaching the right viewers can be a challenge in traditional TV buying. Connected TV allows us to deliver targeted video ads to TVs while also achieving much more granular targeting than traditional TV buying methods. By making CTV inventory available within the platform, The Trade Desk makes it easy for us to apply the same targeting parameters from our desktop and mobile video buys to CTV campaigns.”
These enhanced Connected TV capabilities are supported by integrations with premium on-demand content and live-streaming inventory sources from leading service providers including TV networks such as Scripps Networks Interactive and OTT distributors such as Sling TV. The Trade Desk has also completed deeper integrations with Nielsen to support CTV measurement capabilities allowing traditional media buyers to understand incremental reach and cost per point generated by their CTV campaigns.
With a reported 189.9 million users in the U.S. this year, accounting for nearly 70 per cent of internet users and 58 per cent of the population, connected TV continues to be widely adopted by consumers for their premium content viewing. The rise of connected TV viewership presents a unique opportunity for media buyers, as it provides a more targeted, precise way to reach TV viewers, that complements traditional TV’s broader brand awareness strategy.
“TV viewers are making it clear: they want high-quality TV content on-demand and at their fingertips. Advertisers need to meet them where they’re spending their time,” says Brian Stempeck, Chief Client Officer at The Trade Desk. “With our latest Connected TV enhancements, our clients can now effectively reach and retarget specific target audiences – bringing TV advertising closer to digital than it has ever been before. For advertisers, it’s never been easier to execute and measure omnichannel advertising, including television, than it is today.”