Read on Twitter
In 2012, The Trade Desk was worth $70 million.
Today, they're valued at $37 billion.
How did they grow over 500x in 9 years?
THREAD
Today, they're valued at $37 billion.
How did they grow over 500x in 9 years?
THREAD
1. Catering to the needs of the agencies
At the time, the prevailing wisdom was to sell to brands. TTD focused on the new burgeoning agency trade desk (ATD) market segment. When ATDs took off, the other companies were seen as "going around their backs" by selling to brands.
At the time, the prevailing wisdom was to sell to brands. TTD focused on the new burgeoning agency trade desk (ATD) market segment. When ATDs took off, the other companies were seen as "going around their backs" by selling to brands.
2. Providing exceptional customer service
Many believed that self-service DSP tools should be driven by documentation, as opposed to account management and services. TTD did the opposite, they built a large customer service oriented account management team to help agencies.
Many believed that self-service DSP tools should be driven by documentation, as opposed to account management and services. TTD did the opposite, they built a large customer service oriented account management team to help agencies.
3. Became a first mover in new channels like native & CTV
It was believed all the money was in display, mobile and video. TTD embraced new programmatic channels like native, audio, DOOH, and CTV. As those markets grew, they captured inordinate share by being a first mover.
It was believed all the money was in display, mobile and video. TTD embraced new programmatic channels like native, audio, DOOH, and CTV. As those markets grew, they captured inordinate share by being a first mover.
All these things seem obvious now. At the time, they were unconventional.
Being unconventional has paid off well for The Trade Desk.
Being unconventional has paid off well for The Trade Desk.
