Total media spend on The Trade Desk exceeded $12 billion in 2024 – the highest in the company’s history – but fell short of expectations for Q4 growth, according to founder and CEO Jeff Green.
The Trade Desk’s reported revenue for 2024 surpassed $2.4 billion, a growth of 26% year over year. The three months ending 2024 saw an increase in revenue of 22%, however the same period the year prior had an increase of 23%.
The Trade Desk also reported strong customer retention, remaining at more than 95% during 2024, and the continued adoption of its Unified ID 2.0.
“The Trade Desk is building support for Unified ID 2.0 (UID2), an industry-wide approach to identity that preserves the value of relevant advertising while putting user control and privacy at the forefront. UID2 is an upgrade and alternative to third-party cookies,” the company said in a statement.
Recent partnerships and pledges of integration of UID2 include iHeartMedia announcing its adoption of UID2 to “empower its advertising partners with tools for effective targeting, precise measurement and accurate attribution,” and supply-side platforms, including FreeWheel, Index Exchange, Magnite and PubMatic.
“In December, we undertook a reorganization to accelerate opportunities across CTV, retail media, identity, supply chain optimization and audio while forging ahead with innovations like Kokai and the Ventura Operating System,” says Green. “As more of the world’s leading advertisers shift to premium scalable channels in contrast to the limitations of user-generated content, the opportunity ahead is immense. In 2025 and beyond, we are uniquely positioned to help our clients take full advantage of data-driven advertising on the premium internet, helping them drive growth and brand loyalty for their businesses.”
The company also announced Ventura, a streaming TV operating system that solves key issues with prevailing market systems, and an agreement to acquire digital advertising data company, Sincera.
“The integration of Sincera’s tools with The Trade Desk platform will help advertisers gain a clearer perspective on what they are buying so they may better value those impressions. With this acquisition, The Trade Desk’s platform will also show publishers which data signals are most highly valued by advertisers,” the company said in a statement.
