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The Trade Desk Product Catalog, January 2016 Flipbook PDF
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PRODUCT CATALOG January 2016
The Trade Desk
powers innovation,
continuously enhancing and fine-tuning our platform to provide you with the most
expressive bidding
on the market.
®
TABLE OF CONTENTS Everything you need in a single demand-side platform.
Introduction: Achieving success with The Trade Desk................................................................4 Bid Factoring.......................................................................................................................................6 Omnichannel Buying on Industry Leading Tech..................................................................................7 Cross-Device.......................................................................................................................................8 Display ..................................................................................................................................................12 TV and Video......................................................................................................................................13 Mobile .................................................................................................................................23 Social.................................................................................................................................26 Workflow Enhancements.................................................................................................................27 Creative Formats..............................................................................................................................28 Targeting.................................................................................................................................30 Data Partners....................................................................................................................................33 Data and the Data Management Platform.....................................................................................34 EnterpriseTM, The Trade Desk’s API..................................................................................................36 Optimization.................................................................................................................38 Inventory Partners............................................................................................................................42 Publisher Management Platform...................................................................................................43 Brand Safety......................................................................................................................................44 Reporting and Campaign Insights...................................................................................................46 Index...............................................................................................................................................50
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3
ACHIEVING SUCCESS WITH THE TRADE DESK Expressive bidding, optimization, and continuous innovation on a true omnichannel platform — that’s how we define success.
The Trade Desk (TTD) is an omnichannel platform that provides media agencies access to RTB inventory for display, video, TV, mobile, and social inventory. A single media buyer using our products can run campaigns on every online media channel, and report on how each channel complements one another to influence their customers’ purchase decisions.
SERVICE LEVELS OFFERED BY THE TRADE DESK •
Full self-serve platform, with industry-best training and support
•
API access for technology companies building on top of our tools
•
Hybrid managed/self-service campaigns for buyers new to RTB
WHAT MAKES OUR PLATFORM DIFFERENT FROM OTHER DSPs AND DMPs? •
The Trade Desk is a true technology partner and platform for media buyers
•
Tools to buy display, video, TV, mobile, and social
•
Bid factors and algorithms drive successful CPA and performance campaigns
•
Full-funnel attribution and reporting across all media channels
•
In-house ad server in addition to the support of third party tags from all major ad servers
•
Best-in-class reporting and analytics
•
Fully integrated data management platform (DMP) capabilities for first and third party audience data
A SAMPLE OF THE TYPES OF CAMPAIGNS BUYERS RUN ON OUR PLATFORM •
Audience targeting using third party data (BlueKai, DataLogix, etc.)
•
Contextual targeting to sites based on keywords or categories
•
Cross-device targeting
•
Dynamic creative optimization
•
Event targeting
•
Geotargeting and reporting
•
Household Extension
•
IP targeting
•
Retargeting
•
Site list targeting
•
Social targeting (FBX)
4 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
USE THE PLATFORM NAMED A LEADER BY FORRESTER IN BOTH DISPLAY AND VIDEO
We are proud to be named a leader in both display and video by Forrester in The Forrester WaveTM: Demand-Side Platforms, Q2 2015 and The Forrester Wave: Video Advertising Demand-Side Platforms, Q4 2015. This position solidifies the value we bring to you, our clients, on a daily basis. Here’s some more information on our performance in these industry analyses.
“The Trade Desk’s approach to programmatic ad buying is to power the media buying agency of the future. As a broad solution that must meet the demands of a wide variety of clients represented by agencies, it has built a highly flexible and customizable platform that allows users to influence every targetable variable directly from the console or via its APIs. A brand-led programmatic strategy with a transparent agency partner behind the execution would be served well by The Trade Desk, since this is a platform that can be tailored to meet the needs of power users and new comers alike.” - The Forrester WaveTM: Demand-Side Platforms, Q2 2015 Download the report
“The Trade Desk combines strong programmatic technology with digital video inventory. This firm, a Leader in our demand-side platforms Q2 2015 Forrester Wave, has built a strong technology platform for digital media buying based on its roots in online display advertising. These digital roots show in its strength in digital video inventory, bidding engine, and in-flight optimization capabilities. The Trade Desk received the highest customer satisfaction ratings of all participants, and most capabilities scored significantly above the median for each.” - The Forrester Wave: Video Advertising Demand-Side Platforms, Q4 2015 Download the report
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BID FACTORING Optimization like you’ve never seen it before.
What do we mean by expressive bidding? It’s the way we put our platform to work. We don’t settle for stale bidding practices throughout a campaign, we optimize on every point possible to achieve dynamic, effective bidding that drives performance. Plus, everything that can be optimized is reported on.
At The Trade Desk, the secret to success begins with bid factoring
WHAT
HOW
IS BID FACTORING?
WHY
DOES IT WORK?
Power decisioning logic at the user level — not the audience level by targeting the precise user you want to reach.
SHOULD I USE IT?
Score attributes within our robust data library based on what you deem to be of high and low value.
Win the impressions that matter most and deliver ads to the most relevant audience available.
Bid Factor Optimization
You define what’s important to you from a number of optimization tools: APP opt www
Ad Format
Ad Environment
Brand Safety
Browser
Category
Cross-Device Targeting
Day of Week/Time of Day
Device
Fold
Frequency
Geo
Language
Recency
SSP
OS
Path to Conversion
6 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
OMNICHANNEL BUYING ON INDUSTRY LEADING TECH Achieve your KPIs with the platform that performs across every channel. Receive comprehensive insights into every piece of your campaign.
CROSS-DEVICE
Implement a holistic strategy that reaches relevant users on the channels that lead them to conversion. Take charge of your campaign performance with cross-device targeting and frequency control, and attribute credit for conversion where it’s due — all with The Trade Desk.
DISPLAY
TV & VIDEO
SOCIAL
MOBILE
Many cross-device users choose to make their final purchase or booking on a laptop or PC. Connect with these users while running your omnichannel campaign, implementing both online and offline data from our Data Management Platform (DMP) for a more robust user base.
Complement your display, video, TV, and mobile campaigns with inventory on the leading social network through our integration with the Facebook Exchange (FBX). Go even further by layering in audience data for precise and efficient targeting and retargeting campaigns.
There’s never been a better time for video in advertising. Apply the same audience reach, targeting control, and operational efficiency you’ve come to love from programmatic to your video buys with TTD. Plus, extend reach to users on the big screen with access to connected TV inventory.
In-app attribution, access to premium in-app display and video inventory, and forecasting, targeting, and reporting by mobile channel, are just a few of the mobile-specific features you can expect to execute with TTD for full cross-channel campaign implementation.
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MAKE THE CROSS-DEVICE CONNECTION
Find the perfect mix for reaching keen cross-device users with data-driven targeting, attribution, and frequency control tools.
Our favorite tech guys spend countless hours comparing the latest smart TVs on their mobile device, all the while knowing they’ll make the purchase at home on their laptop. As marketers, we love the ability to reach these users on multiple touchpoints, but it’s also the catalyst for one of our biggest challenges – providing a seamless experience across devices.
Cross-device from The Trade Desk provides you with the holistic solution you need to reach relevant users on the channels that lead them to conversion. Our robust data segments, combined with the best in cross-device data from leading providers, Adbrain, Crosswise, Drawbridge, and Tapad, give you the opportunity to get in touch with your tech enthusiast before he clicks to buy. And once the purchase is made, we make sure you get credit for the impressions that led to the conversion, whether they are using a smartphone, tablet, laptop, or watching TV.
8 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
CROSS-DEVICE TARGETING Easily activate cross-device targeting to reach a single user on multiple devices. Target devices linked together in a variety of combinations including the following examples: APP
CHANNELS Laptop to mobile device and/or connected TV
PERSONAL COMPUTERS Home computer to work computer
MOBILE DEVICES Smartphone to tablet (i.e. iPhone to iPad)
MOBILE APP & WEB In-app mobile to mobile web: Angry Birds App to Safari browser on the same mobile device
BROWSERS Chrome to Firefox on the same computer
CROSS-DEVICE ATTRIBUTION Start attributing mobile web and in-app clicks that occur during user research all the way through to the final buy on the brand’s website. It’s really that simple. Here are some examples of attribution use cases you can expect to get credit for by activating the cross-device partner of your choice on our platform: •
In-app click directing user to mobile web landing page
•
In-app click directing user to mobile web page within the app
•
Mobile browser click, in either mobile web or mobile-optimized web, directing user to another browser page or app
•
In-app click directing the user to a mobile web landing page or page inside the app, or a user changes devices and navigates to the same landing page then converts
FREQUENCY CAPPING Maintain complete control of your campaign, down to the number of times each user sees your ad. Cross-device gives you the opportunity to reach the same user on more devices. Tie that opportunity into your frequency strategy to ensure your increased reach is met with the appropriate number of touchpoints.
TIP: Frequency capping is included with targeting and works at the campaign and Ad Group level.
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IT STARTS WITH THE DATA
At The Trade Desk, you always have options, even when it comes to data. Select the cross-device data partner that will help you achieve your campaign goals.
CHOOSE THE DATA PROVIDER THAT’S RIGHT FOR YOU At The Trade Desk, you always have options, even when it comes to data. Select the cross-device data partner that will help you achieve your campaign goals. We’ve partnered with the leaders in cross-device data to bring you a holistic solution based on deterministic and probabilistic matching capabilities. Select the partner or multiple partners that are right for you based on their regional coverage, graph size, device types, and more.
Adbrain Device GraphTM Graph Size
Accuracy
1.8 Billion Devices
90%
Device Types Smartphone Tablet Desktop
Regional Coverage United States United Kingdom
Adbrain leverages the following data and matching methodologies: •
Third party data
•
Probabilistic Matching
Crosswise Device MapTM Graph Size
Accuracy
600 Million Devices
99%
Device Types
Regional Coverage
Smartphone United States Tablet Desktop The Crosswise Device Map leverages the following data and matching methodologies: •
Third party data
•
Deterministic data
•
Probabilistic Matching
10 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
Drawbridge Connected Consumer GraphTM Graph Size
Accuracy
3.6 Billion Devices
97.3%
Device Types Smartphone Tablet Desktop Connected TV
Regional Coverage Global Coverage
Drawbridge leverages the following data and matching methodologies: • Third party data • Probabilistic Matching
The Device GraphTM Graph Size
Accuracy
900 Million Devices
91.2%
Device Types Smartphone Tablet Desktop Connected TV Gaming Console
Regional Coverage United States Canada United Kingdom France Germany Spain Italy
The Device Graph leverages the following data and matching methodologies: • First party data • Third party data • Deterministic data • Probabilistic Matching
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BACK TO BASICS
Traditional online campaigns start with display, but they don’t end there. Expand your display tactics to a full omnichannel strategy.
DISPLAY TTD got its start in providing you with an expert team of display consultants and core technology platform focused on powering the most sophisticated media buyers in advertising. Today, we offer you a team of omnichannel experts ready to help you achieve cross-channel success. Display remains an essential component in many advertisers’ marketing toolkits. To ensure value is maximized for this channel, The Trade Desk connects your message with the most relevant audience, continuously optimizing to drive successful CPA and performance for your campaigns. Our in-house ad server and support of third party tags from all major ad servers contributes to our ability to provide you with the best there is to offer from a DSP today.
12 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
REACH YOUR TARGET AUDIENCE ON MEDIA’S MOST ENGAGING SCREEN WITH TV & VIDEO Access premium video inventory on every device
VIDEO NO TWO CHANNELS ARE CREATED EQUAL Video is special. It’s a channel all of its own with a specific set of key performance metrics (KPIs), industry standards, and supply vendors. Even more than that, video delights the senses.
625M
Average number of monthly unique digital video viewers worldwide
It captivates us and draws us in like nothing else. As consumers, we enjoy the sight and sound of video and we keep coming back for more — the proof is in the numbers.
204
Average number of videos viewed by each viewer per month worldwide2
39
Average number of minutes global viewers spend consuming video per day
1 eMarketer, July 2015. Digital Video and TV Viewer Metrics Worldwide 2012-2017. 2 comScore, 2015. Online Video Viewer Metrics in Japan vs. Worldwide, May 2014 & May 2015.
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VIDEO TRENDS ON THE TRADE DESK PLATFORM
The Trade Desk is here to help you deliver your video creatives in-view, on-target, and alongside relevant content. While every campaign and every audience segment is different, the following information provides you with a snapshot of the averages we see here at TTD.
Viewer attention is limited.
TIP: Shorter, 15-second videos are more likely to be viewed to completion.
Completion rate by device type. Just as important as understanding how to best reach your target audience is knowing the devices on which your video ads are viewed. PC leads the pack, but just barely, closely followed by tablet and mobile for completion rate.
#1 - PC #2 - Tablet #3 - Mobile
Source: The Trade Desk, December 2015
14 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
VIDEO FEATURES THAT KEEP YOU COMING BACK FOR MORE
From branding to direct response, we make achieving your video KPIs simple by optimizing to the metrics that matter the most — video completion rate, GRPs, OTP, and viewability. The Trade Desk platform can be used to execute all of your video buys: •
Pre-roll, mid-roll, and post-roll
•
In-stream video
•
15-, 30-, and 60-second inventory
•
Includes companion banners
•
Direct hosting of creatives and third party tag support
TARGET based on video quality, user-initiated ad skipping, video player size, and more.
THE TRADE DESK IS A
TOP 3
BUYER OF VIDEO INVENTORY
GLOBALLY
BUY premium video inventory across leading exchanges. OPTIMIZE to video completion rate, GRP, OTP, and viewability. MEASURE video-specific metrics including completion rate quartiles, GRP, OTP, and viewability.
FROM A LEADING
VIDEO EXCHANGE
TTD helps ensure you get the most from your video ad each time it runs with the following video features: •
AUTO-OPTIMIZATION TO VIDEO COMPLETION RATE: Optimize by adjusting video completion rate entered as a percentage.
•
COMPANION BANNER REPORTING: Measure impressions and clicks on complementing companion banners.
•
NIELSEN GRP SITE LIST REPORTING: Gather Nielsen domain level information to track GRP scores at the site level.
•
QUICK STATS AD GROUP DASHBOARD: Easily access video stats including impressions and clicks, in-view rate, completion
Auto-optimization to video completion rate
rate, companion impressions and clicks, and player size.
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PLANNING YOUR VIDEO CAMPAIGN Good campaign performance begins with good planning.
FORECASTING
Gain directional insight into available impressions and spend across audiences. Confidently project campaign delivery by ad format and on-target percentage (OTP), knowing our tools utilize the most accurate forecasting algorithms on the market in conjunction with the most recent data available.
CHANNEL FORECASTING Want to limit your ad format delivery to in-app videos? No problem. Channel forecasting enables you to accurately forecast ad delivery by channel and ad format allowing you to project campaign delivery and ultimately reach your desired KPIs.
GRP FORECASTING When creating an audience in the DMP, the TTD platform will forecast the GRPs you can expect from your campaign. Estimate the projected cost per point (CPP), on-target CPM, and OTP.
TIP: Use GRP forecasting to help define the right audience before you run impressions.
Forecasts are adjusted based on the following: • Audience • Expected CPM • Gender • Age • Frequency • Time of day • Recency • Locations • Ad formats
Thanks to the constant learning and continued data flow across our entire platform, TTD’s forecasting tool is continuously enhanced with each passing moment. Up-to-date forecasts are provided for an increasing number of audience segments from one minute to the next.
16 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
CREATING YOUR VIDEO CAMPAIGN Creative upload and optimization made easy.
VIDEO CREATIVE UPLOAD TTD-HOSTED VIDEOS Hosting your video creatives on our platform keeps you in complete control of your campaign from start to finish with access to every metric along the way. Easily buy and host media, optimize targeting, and analyze insights.
THIRD PARTY HOSTED VIDEOS The Trade Desk supports hosted video from third party ad servers. Depending on the video ad serving template, different media assets will increase functionality.
GET THE MOST FROM YOUR VIDEO CAMPAIGNS WITH THESE FEATURES VIEWABILITY AND PLAYER SIZE REPORTING With TTD-hosted videos, we’ll automatically setup and track viewability and actual player size on sites where the video creative runs via VPAID.
VIDEO EVENT RETARGETING Engage users who complete a video ad for easy retargeting on future campaigns.
VIDEO AUTO-OPTIMIZATIONS
Leverage The Trade Desk’s proprietary algorithms to maximize your video campaign performance. Simply select your video goal and target metric, enable the feature, and the system manages baseline optimizations to best reach your target metrics. Use TTD’s video reporting to make critical bid factoring decisions alongside our auto-optimization tools, or take a completely manual approach by pulling each of the levers yourself. With TTD, the choice is always yours.
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TARGET VIDEO COMPLETION RATE For campaigns focused on maximizing audience engagement and ensuring viewers watch the ad in its entirety, activate video auto-optimization towards a specified video completion rate. With, video auto-optimization, user-initiated ad skipping bid adjustments are automatically configured to achieve your goal.
GRP AUTO-OPTIMIZATION Measure and optimize your digital video campaigns using the same advertising metrics as television by defining GRP target goals and enabling GRP auto-optimization. •
AUDIENCE: Low-performing audiences are excluded each day.
•
GEO-SEGMENT: Users in lowperforming geographies are excluded each day.
•
SITE: Low-performing Nielsen sites are excluded.
VIEWABILITY AUTO-OPTIMIZATION Utilize viewability auto-optimization to ensure that your video ads are seen, solidifying the impact of your brand messaging.
TIP: Viewability auto-optimization can be applied across several vectors to achieve higher in-view rates. Site, audience, supply vendor, and ad format correlate with viewability and can be finetuned for greater in-view performance.
18 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
CREATING AND MANAGING YOUR VIDEO CAMPAIGN Premium video inventory selection
VIDEO INVENTORY
To give you the best options available, The Trade Desk has partnered with high-quality and scalable video inventory leaders such as BrightRoll, LiveRail, and SpotX. Whether through the open marketplace or private contracts, you can access the right inventory, at scale, to meet your digital video goals.
OPEN MARKETPLACE Leverage the scale and efficiency of the open marketplace to reach your videos KPIs. You’re in constant control with the power to add, remove, and bid adjust individual supply vendors on The Trade Desk platform.
PRIVATE INVENTORY Easily buy private inventory by selecting the publishers and sites of choice in our Publisher Management Platform. There is no need to compromise with optimization options. You can manage your ads using the same expressiveness as the TTD platform.
INVENTORY RECOMMENDATIONS To further personalize your experience in The Trade Desk platform, custom recommendations of TTD library deals, determined to be a good match for you, are made by the platform.
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CREATING AND MANAGING YOUR VIDEO CAMPAIGN Maintain control of your video buy with channel-specific bid adjustments.
When managing a digital campaign, the smallest optimization can often lead to the biggest increase in performance. Easily bid adjust on the following video-related bid signals in TTD’s platform.
MUTED VIDEOS Ensure that your ads are both seen and heard by using bid adjustments to place a higher priority on placements more likely to have the sound turned on for advertisements. •
Infrequently auto-muted
•
Mostly auto-muted
•
Always auto-muted
Yes
Yes
Yes
USER-INITIATED AD SKIPPING Bid based on skippability using supply vendor bid signals indicating whether or not an impression allows user-initiated ad skipping.
VIDEO PLAYER SIZE Ensure your video ads run on the intended player size for your Ad Group.
QUALITY ALLIANCETM PLAYER SIZE By enabling Quality Alliance Player Size, your video Ad Group will bid only on publishers and sites found to accurately declare medium and large video player inventory, an average of 90% of the time or more. TIP: Consider using this feature on a separate Ad Group to
VIDEO QUALITY
ensure that scale is maintained across the campaign.
Bid adjust on declared video content quality based on supply vendor bid signals, including professional, prosumer, user-generated, mixed, or unknown.
SUPPLY VENDOR DECLARED PLAYER SIZE Maintain effective scale and focus delivery on medium and large player size with Supply Vendor Declared Player Size. This tool uses bid adjustments to optimize toward player size delivery.
20 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
MEASURING VIDEO SUCCESS Reporting designed to take you to the next level of video decisioning.
The Trade Desk is integrated with both Nielsen Digital Ad Ratings (DAR) and comScore validated Campaign Essentials (vCE) for measuring and verifying the GRP, OTP, and in-geo performance of your Ad Groups — in addition to several other metrics and features specific to each vendor.
NIELSEN DIGITAL AD RATINGS (DAR) Make sure your ads reach the right users for maximum return on investment. Nielsen DAR reporting metrics are conveniently available to view in the platform and to download for both video and display.
comScore VALIDATED CAMPAIGN ESSENTIALS (VCE) The Trade Desk has partnered with comScore to bring you even greater insights into the audiences reached by your ads for absolute transparency and clarity. Our integration with comScore allows for the automatic creation of tags and reporting.
ACCESS VALUABLE comScore VCE METRICS ON THE TRADE DESK PLATFORM KEY METRICS
Access commonly sought-after metrics based on the country and demographic targeted. Metrics in the report include: gross impressions, in-geo impressions, percent in-target impressions, GRP, TRP, and more.
DEMOGRAPHICS
Learn more about your audience with additional demographic information including: unique viewers, percent population reach, total impressions, average frequency, GRP, and more— all grouped by demo segments.
GEO MARKET
Gain insight into the percent of impressions served in each country.
LOCAL MARKET
Record the percent of impressions served in specific DMAs and/or markets within the country targeted.
Additionally, TTD provides enhanced reporting options that take advantage of the targeting and optimization capabilities on the platform. These options include the ability to report on audience or site.
AUDIENCE-ENHANCED REPORTING Access Nielsen demo reporting by audience grain. Measurements are based on custom audiences created via the Data Management Platform (DMP) and those currently being targeted by the Ad Group.
SITE-ENHANCED REPORTING Access Nielsen demo reporting by site grain. Measurements are based specifically on a target list of the top 1000 web properties.
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MEASURING VIDEO SUCCESS Video-specific reporting metrics
VIDEO REPORT In addition to its standard reporting capabilities, TTD also provides reporting specifically for video metrics. These reports include the pivotable functionality by Ad Group, creative, site, and more, along with video-specific metrics, including: •
15+ video events (start, mid, complete, mute, pause, skip, etc.)
•
Companion banner impressions and click counts
•
Video viewability (tracked, viewable, in-view rate, time viewed, etc.)
•
Actual player size measured for Large, Medium, Small, In-Banner, and Unknown (measured via VPAID)
VIDEO SITE PERFORMANCE ANALYTICS Managing video site lists has never been easier. Bypass the site library and block low-performing sites right within the TTD platform with the single click of a button.
TV POWERED BY THE TRADE DESK The Trade Desk is breaking new ground in how we as an industry buy TV programmatically. Partnering with leaders in connected TV inventory and technology, we provide you with the opportunity to be among the first in the field to deliver online ads that complement the content viewed by users on their Smart TVs.
CONNECTED TV INVENTORY More and more captive audiences are watching video on their TVs from an online source. Partnerships with connected TV providers like Roku, Samba, Sony Crackle, and Hulu bring your message straight to the consumer as they stream their favorite shows and content. Targeting is available and varies by partner.
22 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
OMNICHANNEL BUYING ON INDUSTRY LEADING TECH
Cultivate strategic, scalable, and smart mobile campaigns to meet the needs of keen cross-device users.
MOBILE
Engage mobile users with high-performance interstitials, receive in-depth insights including in-app conversion attribution, and bid factor based on device type, demographic, time of day, channel, and location to achieve the mobile KPIs that lead to stronger cross-device campaigns.
POWERFUL MOBILE TARGETING ENSURES YOU REACH THE RIGHT USERS Successfully reach your intended mobile audience by targeting and bid factoring on the parameters that mean the most to your advertisers. APP opt www
APP
AD ENVIRONMENT
DEVICE TYPE
Further enhance mobile optimization with the ability to forecast, target, and report by mobile channel inventory including: mobile web, optimized web, and in-app inventory.
You know the customer’s path to conversion better than anyone. Target users on the devices likely to drive action for your advertisers whether it’s a smartphone or tablet.
APP CATEGORY
INTERSTITIAL CREATIVE
Select from applications and app categories that are relevant to your advertiser. Choose from 80+ Apple App Store and Google Play Store categories.
Bid on high impact mobile interstitial ad formats known for capturing user attention, increasing CTR, and ultimately, conversions.
APP-SPECIFIC
HYPERLOCAL
Optimize mobile campaign performance by targeting, or blacklisting, specific mobile apps. Easily connect with World of Warcraft or Angry Birds fans, all it takes is targeting.
Reach users based on real-time latitude/longitude location with hyperlocal geotargeting. Capture the attention of users who live, work, and play near your brick and mortar locations.
AUDIENCE
TIME OF DAY
Target the users most valuable to your advertisers according to demographic attributes. Utilize third party data specific to mobile device information for more targeted audience reach.
Every user has their own usage habits. Optimize your campaign to deliver ads at the time of day customers are most likely to take action.
DEVICE MAKE/MODEL & OS VERSION Target users on the device make and model most likely to drive action for your advertisers whether it’s the latest iPhone or Android.
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MOBILE INVENTORY
INVENTORY PARTNERSHIPS ALLOW US TO PROVIDE YOU WITH AN EVEN STRONGER MOBILE PRODUCT With customers spending more time on apps than the mobile web, access to high-quality in-app inventory is essential to make a successful connection with your audience. TTD partners with leading mobile exchanges to provide you with access to this valuable inventory. Access scalable mobile in-app inventory on The Trade Desk via integrations with six inventory supply partners that provide display and video inventory at scale.
SUPPLY VENDOR
IN-APP DISPLAY
IN-APP VIDEO
Adap.TV
WITH
BrightRoll
INTEGRATIONS
Google AdX
THE TRADE DESK
LiveRail
ITS
EXISTING
OFFERS ACCESS TO
Millennial*
700+ BILLION
MoPub OpenX
MOBILE IN-APP
Pubmatic
IMPRESSIONS/MONTH
Rubicon *Hosted creative only
The Trade Desk is one of only two DSPs chosen to partner with Apple’s iAd Workbench API 2.0. The combination of The Trade Desk’s programmatic power and Apple’s global brand results in some of the most sought-after app inventory on the market available through the flexibility and scale of our industry-leading buyer’s platform.
We are integrated with Google’s DoubleClick Ad Exchange real-time bidder for mobile apps to leverage the unique capabilities available only through mobile to connect with audiences. Partnering with AdX, TTD clients have access to 700 million global mobile impressions per day, with 74 million mobile impressions per day in the U.S. alone.
MoPub is the leading ad server for mobile application publishers. The MoPub Marketplace, a real-time bidding exchange, couples publishers with advertisers in competitive auctions, providing access to an impressive number of connections including: • 400B monthly auctions •
1.25B unique devices/month
•
20K+ applications, 15K+ publisher partners, 14K+ publishers
24 © 2016 The Trade Desk, Inc. CONFIDENTIAL MATERIAL: This information is not intended for distribution outside of The Trade Desk and its partners and customers.
MOBILE CAMPAIGN ENHANCEMENTS
MOBILE IN-APP TRACKING Generate total conversions, cost-per-conversion, and other essential metrics required to thoroughly evaluate your mobile advertising campaigns with The Trade Desk. We’ve integrated with Kochava, Appsflyer, and Adjust to provide you with these insights in real time, bringing everything you love about our existing reporting to mobile. Easily monitor campaigns and optimize toward mobile KPIs by enabling: • Real-time conversion reporting •
Auto-optimization
•
Conversion prioritization
•
First Party mobile segment creation
Trackable in-app events include but are not limited to: app installs, app start, app close, add-to-cart event, and purchase event.
MOBILE HYPERLOCAL GEOTARGETING The Trade Desk has integrated with Factual, a location data platform for mobile advertising, that helps deliver ads to mobile users based on individual user attributes including their current location in real time. Factual’s global places data network includes 65 million business listings in 50 countries so you can reach your desired audience anywhere in the world.
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OMNICHANNEL BUYING ON INDUSTRY LEADING TECH Complement any one of your omnichannel campaigns with social strategies executed on the Facebook Exchange (FBX).
SOCIAL
FACEBOOK EXCHANGE The Trade Desk was an alpha partner on the development of FBX and is proud to offer full audience targeting capabilities for real-time bidded inventory on the platform.
EXTEND REACH •
Improve the quality and quantity of your audience reach
•
Get 10% more reach at a lower cost (up to 1/10th the cost of retargeting)
•
Utilize FBX as an additional inventory source
•
Above-the-fold inventory available
Utilize the TTD platform to leverage first and third party data for enhanced results. Manage and optimize FBX campaigns with the same tools you use across other exchanges including: •
Day-of-week
•
Geo targeting
•
Frequency control
•
Frequency pricing
•
Time-of-day
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WORKFLOW ENHANCEMENTS Tools designed to save you time.
The Trade Desk is committed to making workflows simple.
UNIVERSAL PIXEL Spend less time and effort placing tags, gain more visibility into user data, and analyze reporting at a more granular level using the Data Element Report — all with the placement of our Universal Pixel. Benefits of Universal Pixel: • Create new mappings at any time. •
Easily manage mappings of the pixel and conversions through The Trade Desk platform.
•
Collect data on every page visited by a user within a site and/or across multiple sites.
•
The tag is schemeless — there’s no need to specify http vs https.
•
Change the pixel dynamically without having to replace it on the site.
CREATIVE FLIGHTING Automatically turn individual creatives on and off according to prescheduled dates and times using TTD’s creative flighting tool. No need to check in over the weekend or during holidays to launch a limited-time, promotional creative. With creative flighting, you’re covered.
LABELS Manage content by your preferred labeling method whether it be by IO number, Product ID, Sales region, or Account owner, the options are limitless. Apply the label at the Advertiser, Campaign, or Ad Group level, and you’re ready to filter data and report on performance.
BULK IMPORT AND EDIT Bulk upload, edit, and approve first and third party creatives as well as ad groups faster than ever before to allow more time to be spent on optimization.
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CREATIVE FORMATS Serve engaging ads across display, TV, video, mobile, and social.
CREATIVES The Trade Desk accepts a wide variety of creative formats for display, video, TV, mobile, and social. For a full list of our creative specifications, please visit The Trade Desk Wiki or contact your Account Manager. HTML5, IAB Rising Star Expandable, and Filmstrip ad formats are among our notable accepted ad formats, as well as Outlook.com Skyscraper units.
HTML5 As the industry transitions to meet evolving needs, The Trade Desk is right there with it. We support the hosting and bulk upload of HTML5 creatives used to address browsers such as Chrome45 that no longer consider Flash a viable technology for serving display ads to users. Our recommended specifications are in accordance with the IAB.
EXPANDABLE AD FORMATS Expandable ad units immediately grab user attention as the ad itself increases in size prompted by a click or hover for even more branding real estate. Expandable ad units include one or more defined expansion directions including up, down, right, left, or a combination of these directions.
UTILIZE EXPANDABLE ADS TO HIGHLIGHT PRODUCT FEATURES Expandable ads allow for a number of product feature highlights including: •
Image Galleries
•
Product Catalogs
•
Maps (Location Finder)
•
Engaging Videos
•
Automotive Color Selector
•
360 Degree View
Expandable Ad Format
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FILMSTRIP AD FORMATS IAB Rising Star Filmstrip ad units provide the ability to share more information in a 300x600 window than ever before. With a full canvas of 300x3000 viewable through the 300x600 window, Filmstrip offers a richly engaging experience that puts users in full control of their viewing experience.
MRAID By supporting and serving MRAID creatives, our platform saves you time and energy by seamlessly allowing you to run rich media ads on both mobile web and mobile in-app environments.
OUTLOOK.COM Outlook.com provides a unique offering with 160x600 Skyscraper ads. The Skyscraper ad format is 100% viewable, delivered in a brand safe environment. Manage your Outlook.com creatives in TTD’s platform alongside your FBX and other campaigns to achieve a broad and trusted reach of more than 400 million active Outlook.com account holders. Skyscrapers offer a high-impact contrast to Outlook.com’s clean design and your advertisers are given exclusivity on the page with only one ad shown. Non-US customers may also deploy 100x72 display ads via Outlook.com.
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TARGETING Deploy the perfect mix of targeting strategies to achieve maximum campaign performance.
TARGETING PARAMETERS OVERVIEW •
Audience
•
Day of Week
•
Hyperlocal
•
Publisher/Private Inventory
•
Behavioral
•
Demographic
•
Interest
•
Site List
•
Browser
•
Device Type
•
IP
•
Supply Vendor
•
Category
•
Device Make/Model
•
Language
•
Temperature
•
Contextual
•
Event
•
Mobile Channel
•
Time of Day
•
CRM Data
•
Fold
•
Mobile Interstitials
•
Video Player Size
•
Cross-Device
•
Geo
•
Operating System
•
Video Quality
AUDIENCE TARGETING STRATEGIES RETARGETING Serve ads to users who have shown interest in your advertiser by visiting their site(s).
CLICK RETARGETING Deliver ads to users who have shown interest in your advertiser by
Reach engaged users who have clicked on advertiser ads and/or visited their site. These users are likely to take action and convert.
clicking on their ads.
CRM RETARGETING Target audiences using the advertiser’s first party CRM data. Reach past purchasers, loyalty members, and other users who have a standing relationship with the brand.
PROSPECTING
Utilize additional targeting features across devices such as Household Extension to guide users through the conversion funnel.
Target completely new users with a high likelihood of converting. Broaden campaign reach.
HOUSEHOLD EXTENSION Target every device on a given IP address.
Deliver targeted impressions across multiple devices in one location.
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CROSS-DEVICE TARGETING Holistically connect with target users across devices.
GEO TARGETING Serve ads within a defined location. Target by country, state, zip code, and DMA.
TIP: Increase/decrease bid factors based on the user’s proximity to the advertiser’s store location.
SITE LIST TARGETING
Reach your audience by serving ads on a network of premier sites.
CATEGORY TARGETING Target specific sites or site categories using defined domain names.
HOUSEHOLD EXTENSIONTM The Trade Desk’s Household Extension allows you to target each person using a shared IP address, up to 15 users. Target the same person on multiple devices or reach new users in the same location as your original retargeted user.
From tablet to smartphone, PC to TV, increase the number of opportunities you have to reach your users.
Reach audiences relevant to the advertiser.
Maximize reach on the sites you know get high volume, high quality traffic.
Reach users on sites similar to those of your advertiser, or on sites your target audience frequents.
+ROKU Connect with your audience on the biggest screen in their home. Target viewers across thousands of premium Roku channels for maximum brand impact.
Influence decision makers by reaching household members through their connected devices on the same IP.
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TARGETING WITH THIRD PARTY DATA
Define high value audience segments built from valuable third party data.
Gain greater insight into your target audience by using third party data to further define attributes of high-performing users.
DEMOGRAPHIC TARGETING
IN-MARKET TARGETING
INTEREST TARGETING
Target users in the process of researching a particular type of product with the likely intent of making a purchase.
Utilize online user activity (e.g. page visits, content views, searches, clicks, and purchases) to generate a target segment.
IP TARGETING
LOOKALIKE MODELING
SEARCH KEYWORD
Target users by IP address at the employer, neighborhood, cable provider, or household level.
Use first party data to identify a group of users that share similar interests, online behaviors, and demographic profiles with existing audiences proven to perform.
Deliver ads to visitors based on the user’s search activity.
Target segments by demographic information including age, gender, income, and more. Driven from site registration data and/or an inference-based algorithm.
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DATA PARTNERS Explore the diverse list of experts and companies we work with each day. Our always evolving list of partners help us enhance our products and tools across all aspects of the RTB ecosystem. Visit http://www.thetradedesk.com/partners.
• Acxiom
• iBehavior
• Adbrain
• Icumulus
• AddThis
• Infogroup
• Affinity Answers
• Integral Ad Science
• Alliant
• IRI
• Analytics IQ
• IXI
• Are You A Human
• LiveRamp
• Beintoo
• Lotame
• BlueKai
• MasterCard
• Bombora
• Neustar
• D&B
• Nielsen
• comScore
• Nielsen Catalina
• Cross Pixel
• Ninth Decimal
• Crosswise
• Peer 39 by Sizmek
• The Data Alliance
• Placed
• Datacratic
• PushSpring
• Dataium
• RoyMorgan
• Dataline
• SambaTV
• Datalogix
• Semasio
• Datamyx
• Semcasting
• Dataxpand
• Tapad
• Drawbridge
• The AdEx
• DoubleVerify
• TransUnion
• Exelate
• TruSignal
• Experian
• V12 Group
• Eyeota
• VisualDNA
• Financial Audiences
• Webbula
• Forbes
• Wego
TTD created The Data Alliance to provide access to audience data for behavioral targeting at a fraction of the typical cost charged by data providers.
BETTER PRICING Purchase data based on percentage of spend instead of CPM pricing. •
Typical audience data is priced on a flat CPM fee between $0.50 - $4.00.
•
The Data Alliance is priced at 10 to 30% of CPM, typically ranging from $0.10-$0.50 of the data cost.
IN-HOUSE CUSTOMIZATION/MODELING The Trade Desk creates custom data segments (e.g. a frequent international traveler segment was created during the London Olympic Games).
• Grapeshot • GfK MRI thetradedesk.com [email protected]
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DATA AND THE DATA MANAGEMENT PLATFORM Applying data to your media buys through The Trade Desk platform
FULLY INTEGRATED DMP Our fully integrated DMP, integrations with leading data partners, and the offering of The Data Alliance — audience data provided exclusively by TTD at a fraction of the cost — provide us with the opportunity to bring first and third party audience data right into your campaigns. Some of the largest data companies and advertisers in the world use The Trade Desk as their DMP. Our closed-loop technology stack includes an ad server, bidders, and data management tools. In addition, every piece of data in our platform is earmarked with an owner.
BENEFITS OF USING THE TRADE DESK’S DMP 1. Data management is added value: It is an integral part of our platform, not a separate product. 2. DMP & DSP tools are tied together: All DMP audiences and insights are immediately actionable in your media buying and optimization. 3. No paperwork and no additional cost: The Trade Desk’s master services agreement covers all DMP functionality. 4. Number of partnerships: 60+ third party audience data and DMP partnerships.
DMP CAPABILITIES • Audience data with improved pricing via The Data AllianceTM
• Non-RTB tracking, analysis, and frequency control
• Audience segmentation: Inclusion, Exclusion, and Intersections
• Offline to online audience mapping
• Country filter for unique counts
• Sequential messaging: Click and video event retargeting
• Cross-device attribution and targeting
• The Data Marketplace
• Data element reporting
• Third party audience data partnerships
• Forecasting • Lookalike modeling
• User-level cookie scoring
• Mobile filter and segmentation
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®
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ENTERPRISETM, THE TRADE DESK’S API Builders welcome.
Our platform was engineered with customization in mind. Through your integration with Enterprise, TTD’s API, you have the power to execute industry-leading display, video, TV, mobile, and social advertising campaigns.
CUSTOM BUILD ON TOP OF ENTERPRISE Enterprise allows you to build your business harnessing the power of our technology. Utilize our APIs for:
REPORTING
OPTIMIZATION
Pull standard TTD reports via API or Amazon S3 bucket.
Set optimization rules via API, or build custom algorithms on top of the TTD stack.
BULK EDITING
CUSTOM UI
Change thousands of campaigns, Ad Groups, or creatives at once.
Build an entirely new UI on top of The Trade Desk bidders.
A few examples of what’s possible with Enterprise: •
Create an audience mixing first and third party data in The Trade Desk DMP.
•
Upload hundreds of pre-roll video creatives.
•
Bid more aggressively by day-part or day of week.
•
Alter bids based on the number of ads a customer has seen previously, or how recently they visited an advertiser’s website.
•
Enable Nielsen DAR and comScore vCE video measurement and reporting.
•
Target video inventory by player format, type, and size.
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API DOCUMENTATION The Trade Desk platform is made available through clear, easy-to-understand API documentation describing our RESTful JSON APIs. Our product and engineering teams take the time to not only build industry-leading APIs, but to also document the required information for you to build on top of The Trade Desk platform quickly and effectively. With each custom API integration, your team is provided an integration and technical support team throughout the build process — not just a wiki with documentation.
DATA FEEDS RAW EVENT DATA FEED: Hourly measurements of each individual impression, click, and conversion. This feed is perfect for clients operating their own analytics stack that incorporates data from RTB activities on The Trade Desk. HOURLY PERFORMANCE FEED: Intraday insight into spend and performance stats. This feed is ideal for up-to-date information on campaign and Ad Group performance.
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OPTIMIZATION The Trade Desk’s optimization practices are built on the four pillars of transparency, learning, control, and flexibility.
AUTO-OPTIMIZATION TRANSPARENCY AND LEARNING
CONTROL AND FLEXIBILITY
All optimizations can be observed in the UI or in reporting.
A la carte options available across five variables allows you to choose which areas you want the algorithm to focus on optimizing. Plus, you can make manual changes at any time.
Optimizing campaigns with TTD is simple. The following steps provide a clear explanation of our auto-optimization tools, as well as how to activate them in the platform.
ROI TARGET TYPE
Direct budget toward goal drivers by choosing between reach, CPA, CPC, CTR, target video completion rate, conversion revenue, and viewability.
1
5
2
6
3
7
4 8
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1. BASE BID AUTO-OPTIMIZATION Finds the sweet spot for your base bid to fulfill budget at the lowest bid price. • •
Increases the base bid if you’re pacing behind. Decreases the base bid if you’re pacing on track. Max bid will never increase or be exceeded.
2. SITE AUTO-OPTIMIZATION Trims under performing sites as defined by your Ad Group goal. • •
Under-performing sites are added to a block list for that Ad Group. Removes sites and does not create bid adjustments/bid factors.
3. VIDEO AUTO-OPTIMIZATION Auto-optimizes to achieve your main goal by making video adjustments including: • •
User-initiated skipping, Video quality, and more.
4. CREATIVES AUTO-OPTIMIZATION Full suite of creative optimization tools tackling ad format and creative versions. • •
Generates bid adjustments (with a minimum of 0.5 and a maximum of 1.5) across ad formats. When running multiple creatives within the same ad format, Creatives Auto-Optimization will automatically weigh more impression volume to the higher performing creative version.
5. AUDIENCE AUTO-OPTIMIZATION Trims under-performing data elements from your audience. • •
At least 10 data elements must be active before this setting will become active. If using the same audience across multiple Ad Groups, Auto-Optimization settings will affect all Ad Groups.
6. SUPPLY VENDOR AUTO-OPTIMIZATION Fine-tune the bid factors based on supply vendor performance. •
Creates bid adjustments / bid factors (minimum 0.5, maximum 1.5), will not remove supply vendors.
7. LOCATION AUTO-OPTIMIZATION Include/disclude users based on geographic location. • •
Create bid adjustments based on the value of users in locations relevant to the brand advertiser. The platform will adjust bidding based on high and low performing segments by location.
8. PRIMARY CONVERSION PROXIES Kick-start your optimization to allow for faster Auto-Optimization. • •
Only available if you have a CPA (conversion-based) goal. If your conversion data is sparse (e.g. you have just started your campaign/placed your pixels) you can select to use a conversion proxy so that there is more data available for the Auto-Optimization tools applied.
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OPTIMIZATION The Trade Desk’s optimization practices are built on the four pillars of transparency, learning, control, and flexibility.
AUDIENCEEXCLUDERTM AND AUDIENCEPREDICTORTM AVAILABLE ONLY FROM THE TRADE DESK
Identify the high-value users to be included in your audience by eliminating low performers and finding individual users that look just like current converters.
AudienceExcluder
Streamline performance and decrease wasted impressions.
AudienceExcluder is often thought of as the “easy button” for optimization. Low-value users are automatically removed from your target audience for optimized performance, eliminating wasted impressions with the simple click of your mouse.
AudiencePredictor Opt-in to The Trade Desk’s AudiencePredictor, a targeting feature that creates data elements that enhance campaign performance. AudiencePredictor offers two types of data elements. The first includes third party data segments generated using lookalike models to build audiences likely to perform for your campaigns. The second data element offered via AudiencePredictor is the creation of a completely custom segment for your advertiser. The segment is comprised of individual users that exhibit online behaviors that highly correlate to known converters and/or site visitors. First party data is used as a reference point for identifying users likely to convert, making the segment that much more accurate.
Increase performance with an audience of individuals that are likely to convert. These may include the hardto-find users or unexpected brand advocates that are worth the effort!
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SENSIBLE AUTOMATION: AN OVERVIEW OF AUTOMATION FEATURES
Automatically exclude low-value users from third party data groups
Automatically pace budgets
Automate budget prioritization across Ad Groups
THE IMPACT: WE WIN MORE OF THE IMPRESSIONS YOU WANT
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INVENTORY We partner with a number of inventory vendors to ensure you have options when it comes to the publishers you run your campaigns on.
INVENTORY PARTNERS The Trade Desk works with the following inventory partners each and every day to enhance our offering for you. For the latest list of inventory partners, please visit: thetradedesk.com/partners.
• Adap.tv
• LiveRail
• AdConductor
• Marketplace by AdTech
• AdMeta
• Microsoft Advertising
• AdRise
• Millennial Media
• AdScale
• MoPub
• Adskom
• One by AOL
• Aerserv
• OpenX
• Altitude Digital
• Opera MediaWorks
• Apple iAd
• Optimatic
• AOL
• PubMatic
• Appnexus
• PulsePoint
• Beanstock
• Rhythmone
• BidSwitch
• Rubicon
• BrightRoll
• Smartclip
• Cyber Communications
• SmartStream
• Centro
• Sonobi
• Doubleclick Ad Exchange
• Sovrn
• Facebook Exchange
• SpotX
• Falk Realtime
• Sticky Ads TV
• Floor6
• Switch
• Fyber
• Teads
• Gamut Media
• Technorati
• Google
• Tremor
• GumGum
• Unruly Media
• Improve Digital
• Yahoo! Ad Exchange
• Index Exchange
• YieldLab
• LiveIntent
• Zedo
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PUBLISHER MANAGEMENT PLATFORM The Trade Desk offers a Private Marketplace tool unmatched by any DSP in the industry.
Manage all of your deals using a single tool. By doing so, come one step closer to the future — managing all of your media in one place.
PUBLISHER MANAGEMENT PLATFORM Clients manage Deal IDs, Private Deals, and Inventory Contracts in our easy-to-use, efficient user interface. Create new deals using our contract management solutions, apply deals at the Advertiser, Ad Group, and Campaign levels, and retrieve contract insights using HD reporting.
There are more than 1100 private marketplace contracts offered in The Trade Desk’s library of PMP deals. With new deals added weekly, you’ll have no shortage of options when planning your next brand focused video campaign. The Publisher Management Platform houses the following tools for creating private marketplace offerings:
DEAL ID The unique identifier for a contract between the buyer and seller. Once a contract is complete, the Deal ID is generated and submitted as part of the bid request.
DIRECT TAGS Negotiate your own CPM, volume, and commitments with publishers while maintaining control of audience buying, optimization, and decisioning using Publisher-Direct Tags in our Publisher Management Platform.
GROUPING CAPABILITIES THAT ENHANCE WORKFLOW Experience easy activation across deals with common characteristics with contract grouping.
INVENTORY CONTRACT An inventory contract references the individual in terms of a specific deal between a buyer (advertiser/agency) and a seller (publisher).
PREFERRED DEAL A fixed-price deal between a single advertiser and a single publisher using a Deal ID.
PRIVATE AUCTION Multiple bidders bidding above a price floor, with a second price auction, using a Deal ID.
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BRAND SAFETY AND FRAUD PREVENTION Brand safety is serious business. That’s why it’s such an important part of The Trade Desk’s day-to-day operations.
Brand safety solutions created and implemented by The Trade Desk ensure your brand is delivered in brand safe environments. We work with leading partners that employ proprietary human- and tech-driven systems to ensure your ad dollars are spent on real users via legitimate publishers. We track patterns and monitor activity across sites, IPs, publishers, and supply vendors in the ongoing fight against fraudulent behavior.
MANAGE FRAUD IN THREE EASY STEPS WITH THE TRADE DESK 1. HISTORICAL DATA: Apply learnings and data from past activity to future decision-making to prevent fraud and malicious activity. 2. PARTNER WITH INDUSTRY LEADERS: Address fraud and non- human traffic detection using both internal TTD solutions and tools from out partners. 3. FOCUS ON QUALITY AND TRANSPARENCY: Dedicated talent and specific anti-fraud products detect and remove corrupt activity before it reaches the user.
THE TRADE DESK BRAND SAFETY SOLUTIONS FEATURE
DESCRIPTION
Default TTD Block List
Block list at the Ad Group level by default with the TTD platform.
Publisher Blacklist and Whitelist
TTD DIFFERENTIATOR
The Trade Desk takes great pride in our strong, lasting client relationships. We go above and beyond to ensure Exclude/include publishers based on your campaign goals brand safety at every stage of your campaign. at the TTD global level or at the partner level; exclude/ include publishers by individual supply vendor, or across all supply vendors.
Blocked Categories
Declare advertisers categorized as sensitive allowing for proper bidding on sites that permit otherwise restricted content by some of our top SSPs (Google, Rubicon, AppNexus, and AOL).
Google AdX Alcohol Beta
Publishers opt-in to serving ads containing previously restricted content, beginning with alcohol. AdX will enforce controls to ensure regional laws of both the publisher and advertiser are respected.
INDUSTRY INITIATIVES TTD is a proud member of the Trustworthy Accountability Group (TAG), a first-of-its-kind cross-industry program dedicated to eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency. TAG was founded by a coalition of the 4As, ANA, and IAB.
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BRAND SAFETY, CONTEXTUAL, AND VIEWABILITY The Trade Desk is integrated with lead providers to bring you the best-in-brand safety and quality.
Not only does TTD employ strict internal brand safety processes, we also employ partnerships with leaders in brand safety to ensure we provide you with the peace of mind you deserve. We combine the strengths of DoubleVerify, Grapeshot, Integral Ad Science, Moat, and Peer39 brand safety offerings to ensure your brand runs safely on relevant inventory.
THIRD PARTY INTEGRATIONS FEATURE
DESCRIPTION
DATA PARTNER(S)
Block Site Content
Keep your brand away from mature, offensive, and illegal content.
DoubleVerify Grapeshot Integral Ad Science
Contextual Targeting
Target categories and topics at the page level based on the IAB Networks and Exchanges Taxonomy. Target inventory based on contextual categories and subcategories (e.g. News/Business, Sports/Football).
DoubleVerify Grapeshot Integral Ad Science Peer39
Custom Category Targeting
Use of custom sets of keywords to define unique categories for specific campaign needs.
Grapeshot Integral Ad Science Peer39
Page Quality
Exclude pages with apps and tool bars, parked domains, unmoderated user-generated content (UGC), and standard UGC.
Peer 39
TTD offers the ability to target only content-rich environments and eliminate wasted impressions.
Suspicious Activity Filter
Combat botnet traffic, iFrame stuffing, and ad stacking.
Integral Ad Science
Viewability
Pre-bid targeting from leading partners including DoubleVerify, Grapeshot, Integral Ad Science, and Peer39.
DoubleVerify Grapeshot Integral Ad Science Moat Peer39
Impression-level reporting of trackable and viewable display and video impressions at the site level via Moat.
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OMNICHANNEL REPORTING AND CAMPAIGN METRICS Analyze a comprehensive view of your campaign’s performance.
One of the strongest products offered by The Trade Desk is its advanced reporting suite. Each report offers clarity and insight into campaign performance at every level of your campaign. The following descriptions provide you with a clear definition of what is offered by each of the reports, and the different options for viewing custom insights.
OMNICHANNEL DASHBOARD See the entirety of your programmatic advertising with every reporting metric you can imagine, right at your fingertips — that’s the power of The Trade Desk’s omnichannel dashboard. With a vast array of customizable options for viewing Ad Group, Campaign, and Advertiser metrics, the dashboard provides you with access to the information required to make daily optimization decisions. Spend, win rate, CTR, in-view rate, and more are just the standard measurements you can expect to see.
MY REPORTS My Reports offer custom reports tailored to your individual needs for in-depth insights. Select the report type, advertiser, date range, time zone, delivery rate, and report recipients in an easy-to-use UI that offers the most robust set of programmatic reporting metrics available today. •
Ad Format
•
Device
•
Site and App Category
•
Browser
•
Frequency
•
Supply Vendor
•
Combined Pivot
•
Fold (Above/Below)
•
Time of Day
•
Configurable Date Range
•
Geo
•
Video
•
Creative
•
Language
•
Weather Conditions
•
Custom Time Zone
•
Performance
•
Day of Week
•
Recency
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HIGH DEFINITION (HD) REPORT Standard HD reports include performance insights by: •
Ad exchange
•
Device type
•
Site category
•
Ad format
•
Frequency
•
Time of day
•
Browser type
•
Geography
•
Website
•
Creative
•
Operating system
•
Day of week
•
Position on page
COMBINED PIVOT REPORT Find all of the metrics from every one of our 10 robust reports in a single combined report for further analysis and learning. The Combined Pivot report provides you with a selection of reports in Excel pivot tables for quick customization and analysis.
TIP: Use reporting to learn what user segments and data elements perform best, then go into the DMP and look for similar segments to grow your Audience targeting.
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OMNICHANNEL REPORTING AND CAMPAIGN METRICS Analyze a comprehensive view of your campaign’s performance.
RTB IMPRESSIONS REPORT Access reports providing insights at the Ad Group level multiple times a day with our agile RTB Impressions Report. This report includes the following Ad Group performance information: Impressions, win/bid ratio, and conversions.
DATA ELEMENT REPORT The Data Element Report provides visibility into the performance of individual data elements within a data group. Our clients use this report to measure relative performance against other data segments and optimize to the data that performs for their campaigns. Benefits of the Data Element Report: •
Test and measure a wide array of data elements on your prospecting campaigns.
•
Gain insights on how target audience markets perform.
•
Access real metrics on what data elements drive performance across media buys.
•
Refine and optimize your data purchases based on metrics.
•
Compare performance against the different data providers, even across the same audience segment.
TIP: The Trade Desk’s Data Element Report provides you with valuable insights you can use to create a shared Data Group to exclude those users you do not want to reach, or who are not performing.
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The Trade Desk is truly a product-driven organization with a passion for continued innovation. Before this catalog is even published, it will be out of date—and we see that as a good thing! With a weekly release schedule, we constantly iterate on our existing products and bring new products and features to market. Our product team, engineers, and entire organization work toward a common goal to provide you with a platform that enhances your ability to run cross-device, display, video, TV, mobile, and social campaigns to their maximum potential.
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PRODUCT AND FEATURE INDEX
The following index includes products and features offered by The Trade Desk for quick reference. For more information on any of these products, please contact your Account Manager or email [email protected].
A Ad exchange 47 Ad format 6, 16, 18, 28, 39, 46, 47 Anti-Fraud 45 API 4, 36, 37 Apple iAd 24, 42 Attribution 4, 7, 9, 23, 34 AudienceExcluder 40 AudiencePredictor 40 Audience segmentation 34 Audience targeting 4, 26, 30, 47 Auto-optimization 15, 17, 18, 38, 39 Auto-optimization to GRP 18 Auto-optimization to video completion rate 15, 18 B Base bid auto-optimization 39 Behavioral targeting 30, 33 Bid factor 4, 6, 17, 23, 31, 39 Blacklist 44 Blocked categories 44 Block site content 45 Brand safety 44, 45 Brand safety partner integrations 45 Browser targeting 30 Browser type 47 Bulk editing actions 36, 27, 28 C Category targeting 30, 31, 45 Channel forecasting 16, Channel targeting 30 Click retargeting 30 Companion banner reporting 15 comScore 13, 21, 33, 36 comScore (Validated Campain Essentials) vCE 21, 36 Connected TV 7, 9, 11, 22 Contextual targeting 4, 30, 45 Contract grouping 43 Contract management 43 Cost per point (CPP) 16 Creative ad format 6, 16, 18, 28, 39, 46, 47 Creative flighting 27 Creatives auto-optimization 39 Cross-device 7, 8, 9, 10, 11, 23, 30 Cross-device attribution 9, 34 Cross-device frequency capping 10
Cross-device targeting 4, 6, 9, 31, 34 CRM retargeting 30 Custom category targeting 45 D Data Alliance, The 33, 34 Data Element Report 27, 48 Data Management Platform (DMP) 4, 7, 16, 21, 34, 36, 47 Data partners 33 Day of week targeting 30 Deal ID 43 Demographic 21, 23, Demographic targeting 30, 32 Device make targeting 23 Device model targeting 23 Device type targeting 23, 30 Direct tags 43 E Enterprise 36, 37 F Facebook Exchange (FBX) 7, 26, 42 First party data 11, 32, 40 Forecasting 7, 16, 34 Forrester 5 Fraud detection 44 Frequency cap (F-cap) 10, 26, 34, 47 G Geography 47 Geotargeting 6, 23, 26, 30, 31 Google AdX Alcohol Beta 45 Gross Ratings Points (GRP) 2, 15, 16, 18, 21 GRP forecasting 2, 16 H High Definition (HD) Report 47 Household Extension 4, 30, 31 HTML5 28 Hyperlocal targeting 4, 23, 25, 30 I Impressions 6, 8, 15, 16, 21, 22, 24, 40, 41, 45, 48 In-app event tracking 25 In-app inventory 7, 23, 24 In-market targeting 32
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Integral Ad Science Suspicious Activity Filter 45 Interest targeting 32 Interstitials 23, 30 Inventory contract 43 Inventory partners 42 Inventory recommendations 19 IP targeting 30, 32 J K L Labels 27 Language targeting 30 Lookalike modeling 32, 34 M Moat viewability 45 Mobile 7, 9, 14, 23, 24, 25, 29, 30, 34 Mobile forecasting 7, 34 Mobile in-app inventory 7, 24 N Nielsen DAR reporting 21, 36 Nielsen GRP reporting 15, 21 O On-target percentage (OTP) 16 Operating system (OS) 47 Optimization 5, 6, 15, 17, 18, 25, 36, 38, 39, 40 OS version targeting 23, 30 Outlook.com 28, 29 P Page quality 45 Position on page 47 Preferred deal 43 Private auction 43 Private marketplace 43 Prospecting 30, 48 Publisher Management Platform (PMP) 19, 43 Publisher/Private inventory 30
Retargeting 17 Roku 22 RTB Impressions Report 48 S Search keyword 32 Site auto-optimization 39 Site list targeting 4, 30, 31 Social 4, 7, 26, 28 Supply vendor auto-optimization 39 Supply vendor targeting 30 T Targeting 4, 6, 9, 22, 23, 25, 26, 30, 31, 32, 34, 40, 45 Temperature targeting 30 Third party data targeting 23, 32 Time of day targeting 23, 23, 30, 47 TTD block list 44 U Universal Pixel 27 User-initiated ad skipping 15, 18, 20, 39 V Video 5, 7, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 30, 46 Video completion rate 14, 15, 18, 38 Video event retargeting 17, 34 Video muting 20, 22 Video player size 15, 20, 22, 30 Video quality 15, 20, 30, 39 Video quality targeting 30 Video site performance analytics 22 Viewability 15, 17, 18, 22, 38, 48 W Whitelist 44 X Y Z
Q Quality Alliance™ Player Size 20 Quick stats Ad Group dashboard 15 R Raw event data feed 37 Recency 6, 16, 46 Reporting 7, 21, 22, 25, 34, 36, 46, 47, 48
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© 2016 The Trade Desk, Inc.