The Trade Desk hires Channel 4’s Morrell

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Global advertising technology player The Trade Desk has  announced the appointment of Patrick Morrell as Director of Strategic Publisher and TV Development. He is based in the London office and reports to Dave Castell, General Manager Inventory EMEA at The Trade Desk.

Morrell joins The Trade Desk following eight years at Channel 4, where, as Agency Investment Lead, he specialised in driving revenue growth in both Linear and Connected TV together with both agency and client partners.

As part of his role at The Trade Desk, Morrell will be responsible for developing and strengthening relationships between The Trade Desk and its key inventory stakeholders, including broadcasters, with the overall ambition of continuing to grow the UK’s Connected TV market. Initially focused in the UK, his work aims to demonstrate the powerful fusion of programmatic buying with TV to broadcasters and agencies alike.

Morrell said: “The connected TV market is at an incredibly exciting point in the UK, and The Trade Desk was well known to me at Channel 4 as a front-runner in the space. I’m elated to be joining a business with such a great reputation in the industry. Connected TV is developing rapidly, both at home and further afield, and I’m keen to seize this momentum and make it one of the biggest success stories of 2020. Despite rumblings about the ‘decline of traditional TV’, it’s clearer now than ever before that the ROI, scale, and reach of TV – combined with the leading technology of a programmatic DSP – has the potential to bring endless opportunities to both broadcasters and agency partners.”

Dave Castell, General Manager Inventory EMEA at The Trade Desk, commented:“We’re delighted to be welcoming Patrick to The Trade Desk family. It’s no exaggeration to say that programmatic will unlock the true power of TV: our Connected TV offering helps brands grow rapidly by enabling them to reach new audiences – and with experts like Patrick on board, that offering is stronger than ever.”

 


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