The news: Programmatic ad firm The Trade Desk reported strong earnings this week, a sign that the industry thinks its post-cookie solutions and streaming measurement partnerships could provide a way to tackle addressability challenges.
The programmatic boom: The ad industry has found itself in a tough position over the last year, with advertiser spending shrinking due to up-in-the-air addressability across multiple channels, looming ad privacy regulations, and a tightening economy. But amid the chaos, channels that provide flexibility like programmatic stand to benefit.
Our take: The Trade Desk’s strong results show the industry’s hunger for solutions that can clear up the addressability cloud over multiple channels and the sunsetting of browser cookies. With several successful partnerships under its belt, Unified ID 2.0 could become a leading solution in the new advertising landscape.
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