The Trade Desk (TTD) Guide: Programmatic Advertising Explained

The Trade Desk (TTD) is the leading independent Demand Side Platform (DSP). Unlike Google (which owns YouTube/Search) or Facebook (which owns IG), TTD helps you buy ads on the Open Internet (Spotify, Hulu, NYTimes, etc.).

Why Use a DSP like TTD?

• Data Ownership: You own your campaign data, not the “Walled Gardens”.
• Cross-Device Targeting: Track users seamlessly from Mobile to CTV (Connected TV).
• Premium Inventory: Access top-tier publishers that aren’t available effectively on Google Display Network.

Key Concepts

1. Koa™ Artificial Intelligence

Koa is TTD’s AI engine. It analyzes millions of impressions per second to optimize your bids. It’s like having a team of 1000 traders watching your campaign 24/7.

2. Unified ID 2.0 (UID2)

As cookies die, TTD is championing UID2. It uses encrypted email addresses to identify users across devices anonymously, preserving privacy while enabling targeting.

Setting Up a Campaign

1. Define Audience: Upload your First-Party Data (CRM list) to create a seed audience.
2. Lookalike Modeling: Use Koa to find users who behave like your best customers.
3. Select Channels:
   • Connected TV (CTV): Ads on streaming services.
   • Audio: Ads on Spotify or Podcasts.
   • DOOH: Digital billboards in the real world.

The Strategy

Don’t just spray and pray. Use TTD for Brand Awareness and Mid-Funnel consideration. Use detailed recency and frequency capping to ensure you don’t annoy users (e.g., “Show ad max 3 times per week”).

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Data-Driven Marketing Starts with Keywords

Before you spend thousands on programmatic, ensure your foundation is solid. Use NewKeyword to understand what your audience is actually searching for.