How Trade Desk is Changing Digital Marketing in 2022

Root Creative™
4 min readMar 27, 2022

For those of you who run Google, Facebook, and Instagram ads, this article is going to be a game changer for you.

The Discovery

On November 31st, 2021, we ran a Trade Desk ads campaign for a client for the first time. From then until today, March 25th, 2022, our clients did not formally have access to the platform as advertisers needed at least $100,000 per month to run ads on Trade Desk and deal with them directly.

The Pivot to Trade Desk

Within less than 3 months, our agency went from 80% of ad spend on Google Ads, 20% on Facebook and Instagram ads to 30% Google, 30% Facebook, and 30% Trade Desk. This is a massive pivot. Let me tell you why.

The Results

Currently we are recommending Trade Desk ads to clients that have a paid ads budget of at least $5,000/month and up; and we can run ads on the Trade Desk platform via proprietary technology partnerships that we have secured over the past 2–3 years with both big data providers and DSPs.

What are DSPs?

DSPs are short for Demand Side Platforms.

DSPs are platforms to buy ads, targeting options, and customers in a much more effective way across 1,000s of platforms all in one central dashboard. With DSPs you don’t need multiple ad accounts and platforms that you need to signup for individually and manage separately which is more expensive and very time-consuming.

The Benefits

Right now we are seeing that on average clients can reach anywhere from 3 to 12 times the amount of customers on the same budget. This is a game-changer if businesses want to stretch their ad dollars further, have much more accurate targeting options, and to have the ability to reach customers wherever they are online.

Where do the Ads Show Up?

Think mobile, desktop, tablets, cable TV, streaming providers like Vudu, Hulu, Disney+, and basically anywhere Fortune 100 companies have been advertising on for years.

Practice What you Preach

After we started the first 2 client campaigns, we put our own business on Trade Desk as well buying placements on both CNN Business and Bloomberg. We ran on an initial budget of $35/day and we were able to reach on average 90,000 new customers on these 2 channels per day via both TV and display ads.

Here’s How it Works

  1. Choose a budget (at least $5,000 and up per month)
  2. Upload your customer email list into Trade Desk
  3. Add anywhere from 10 to 30 keywords
  4. Add the Trade Desk tracking pixel to your website
  5. Build the campaign (ie: video, display, retargeting)
  6. Launch your campaigns

What Makes Trade Desk Unique?

With Trade Desk everything starts with uploading your customer email list. So you start by telling Trade Desk who your exact target customer is. You can utilize email lists in both Google and Facebook ads, so this piece is not proprietary.

However, what is proprietary is that you can gain access to 35 different ad exchanges + Google and have a lower cost of advertising. You will also have access to 300 Oracle Databases that lease customer data to advertisers that want to connect with their customers. Between these two options you can more accurately target new customers at a fraction of the price that you normally can on ad platforms like Google Ads and Facebook.

How Can I Use this to my Advantage?

Right now we have access to a couple of Trade Desk seats to where customers won’t need $100,000/month to advertise as the minimum ad spend. Through our agency you can have access to the same ad platform that Fortune 100 companies use to show their ads 80% of the time at 20 cents on the dollar. You receive this type of discount for paying for your ad buys upfront versus 2 to 4 weeks later which is standard for platforms like Google Ads.

Will my Business Qualify for the Program?

Here is what you need in order to qualify for the program:

  1. A paid ads budget of at least $5,000/month and up
  2. Our team will prequalify your business prior to starting
  3. Once you apply to the program we will review your business
  4. If approved, we will then create a custom proposal for you based upon your budget

What Next?

If you would like to apply to our Trade Desk advertising program and to see if your business would be a good fit, please Apply Here.

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