The Trade Desk, Inc. — a demand-side platform in what is now a $5 billion real-time bidding industry — has announced expansion of its global mobile offering via integration with Google’s DoubleClick Ad Exchange and Twitter’s proprietary mobile exchange, MoPub.
This announcement arrives on the heels of AlwaysOn’s recognition of TheTrade Desk as one of its global OnMobile Top 100 for “disrupting the establishment and creating viable business models for the mobile marketplace.”
It also follows the recent news that Apple has selected The Trade Desk as an alpha partner in its iAd programmatic pilot project.
“The recent integrations with AdX and MoPub give buyers on The Trade Desk’s platform access to more than 1.5M apps across the respective exchanges, with another 250 thousand available via Apple,” reads a news release from The Trade Desk.
“We’ve had unbelievable momentum with our mobile offering over the past year, growing 10x over 2013,” noted The Trade Desk’s CEO Jeff Green.
Google is fully on board with the move.
“Rather than prioritizing some screens over others or treating them in silos, we believe in advertising to people, regardless of what screen they are on,” explained Jeremy Woodlee, Head of Sales for Media Platforms at Google, who believes the mobile opportunity in apps is immense. “True ‘multi-screen marketing’ requires that you target every screen a consumer uses and leverage the unique capabilities of each screen to connect with and delight them. It’s a tremendous opportunity and we’re pleased to count The Trade Desk among our partners buying in-app inventory.”
Janae McDonough, Director of Exchange at MoPub, agreed.
“When MoPub was first conceptualized, our founders predicted consumers spending more time in mobile applications than in mobile web, which at the time, was not the obvious bet to make,” admitted McDonough. “Since then our mobile only ad exchange has experienced rapid growth on both the buy and sell side. We’re thrilled to welcome new buyers like The Trade Desk to the exchange, bringing with them a fresh mix of advertiser demand for our growing in app publisher base.”