Jeff Green, CEO of The Trade Desk
Scott Mlyn | CNBC
Trade Desk CEO and co-founder Jeff Green says last year was a wake-up call for the advertising industry as consumers moved away from watching traditional television and instead that of streaming videos online.
“2020 was a wake-up call for the advertising industry when it comes to television,” Green said Thursday in the company’s fourth-quarter earnings call. He said the company’s connected TV business, where it sells ads on broadcast platforms, doubled in the fourth quarter in a year.
The Trade Desk, which has a booming business in the field of connected television, has a lot to gain as advertising revenue moves away from traditional linear television. With more people in the living room broadcasting programs and movies during the pandemic, The Trade Desk has seen more opportunities to show them ads on streaming platforms. Green has said the pandemic has accelerated a shift in that direction and elsewhere.
“We’ve talked a lot over the last twelve months about how the pandemic accelerated trends that were already underway, but we couldn’t predict to what extent that acceleration would be.”
The company’s shares fell about 1% in off-hours trading operations, even after reporting $ 319.9 million in revenue and non-GAAP earnings of $ 3.71 per year. action, exceeding expectations. The company’s technology helps brands and agencies reach targeted audiences through multimedia formats and devices.
Green also cited a recent presentation with Marc Pritchard, Procter & Gamble’s director of brands. “He and I believe we are heading for an inevitable future where there is all the publicity, and I quote using his words: ‘digital, programmatic, data-based and automatic.’
Green echoed Pritchard’s feelings about the traditional TV buying process, in which advertisers typically commit much of their annual TV spending to deals during the “initial” season. That’s when networks make presentations and parties to show media shoppers their programming, audience data, and advertising tools. Pritchard criticized the process last September, calling for an initial start-up market, along with more flexibility when it comes to buying ads closer to broadcast.