The Trade Desk: Future of Retail Media Buying
Former Programmatic Media Director at Colgate-Palmolive
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Former Programmatic Media Director at Colgate-Palmolive
Interview Transcript
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Regarding the portion related to Trade Desk, do you think the trend is to keep it stable in terms of budget allocation, or should it increase or decrease?
I believe it will increase because as more retail commerce data comes into The Trade Desk, more companies will want to consolidate their shopper retail media buys. They will prefer to have everything under The Trade Desk to enable more holistic measurement. Currently, there's an interesting inflection point where shoppers are buying both online and offline. They are researching online, buying in-store, or researching in-store and buying online. There's a halo effect from all the different channels a brand might sell through. Brands need a strategy to bring all their retail media and national media together in one place to see, manage, and measure it. As The Trade Desk continues to onboard more data partnerships, companies might choose to do less with platforms like Target DSP or Walmart Connect and instead buy through The Trade Desk. Commerce is evolving, and The Trade Desk is aware of this as part of their strategy.
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