The Trade Desk, Inc. a global demand-side platform in advertising’s $5B real-time bidding industry announced today the enhancement of its video advertising product through the integration of Nielsen Online Campaign Ratings™, which tracks and reports on daily unique reach, frequency and Gross Rating Points (GRPs) for online video and display campaigns.
“As the line between TV and online video continues to blur, we’re helping the best measurement in digital video and the best in TV come together. Nielsen Online Campaign Ratings is an important piece,” says Jeff Green, CEO of The Trade Desk. Green pointed to a March 2014 eMarketer report titled “US TV Ad Spending: Factors Shaping Today’s Television Market,” which indicates that TV as a percentage of advertising spend will decline over the next four years while digital will make up the difference.
“While digital video grows at an unprecedented rate, The Trade Desk is winning major market share. For the second year in a row, we’ve grown by more than a thousand percent in digital video. The sophistication of tools in digital marketing are influencing the way television advertising is bought and sold, and we are proud to be at the forefront of that shift,” Green added.
In the eMarketer study, marketers cited TV as the most effective form of advertising and digital the second. With the granularity of measurement in digital, particularly with Nielsen Online Campaign Ratings, Green predicts that TV will take on more and more digital characteristics as capabilities converge.
The Nielsen Online Campaign Ratings integration can be applied to all campaigns running on The Trade Desk, including video and display formats. For more information, or to request a demonstration of The Trade Desk’s platform, please visit http://www.thetradedesk.com/.
About The Trade Desk, Inc.
The Trade Desk powers the most sophisticated buyers in advertising technology. Founded by the pioneers of real-time bidding, The Trade Desk has become the fastest growing demand-side platform in the industry by offering agencies, aggregators and their advertisers best-in-class technology to manage display, social and video advertising campaigns.
The Trade Desk empowers buyers at the campaign level with the most expressive bid capabilities in market, full-funnel attribution, and detailed reporting that illustrates the consumer journey from initial impression to conversion. By maintaining a pure buy-side focus, The Trade Desk delivers on branding and performance for clients worldwide.
Headquartered in Ventura, Calif., The Trade Desk has offices across the United States, Europe and Asia.