Trade Desk, Inc.

Overview

The Trade Desk, Inc. is an advertising-technology company that provides a self-service platform for agencies and advertisers to buy and manage digital advertising. Its platform helps customers plan, execute and optimize campaigns across connected television and other video, display, audio and native advertising. The company earns revenue primarily from fees tied to advertising spend on its platform.[1]+2

The Trade Desk describes its mission as supporting a diverse, open internet by helping advertisers reach audiences across independent media and content. It operates globally: at the end of 2025, it had 3,843 full-time employees in 21 countries. Revenue for 2025 was approximately $2.9 billion.[4]+2 [1]+5

Products & services

The Trade Desk’s principal product is a self-service demand-side platform for planning, buying, managing, optimizing and measuring digital advertising. It supports connected TV and other video, display, audio and native advertising across devices including televisions, phones, computers and digital-out-of-home screens. Clients can use APIs to build custom interfaces, manage campaigns in bulk and connect their own reporting and ad-serving systems.[7][8]

Kokai is an upgrade to the buying platform. Its Koa AI co-pilot provides campaign insights and recommendations, while platform capabilities include impression scoring, forecasting and budget optimization. The Trade Desk also offers a data marketplace for third-party and client first-party data used in targeting, attribution and measurement, including retail purchase data.[9]+2

Related offerings include Unified ID 2.0 (UID2), an open-source framework that converts email addresses or phone numbers into pseudonymous identifiers for ad buying and reporting; OpenPath, which gives buyers a more direct connection to publisher inventory; and OpenPass, a publisher-facing, passwordless sign-on product. Ventura is a streaming-TV operating system developed for deployment with TV manufacturers and other partners. The company reports revenue from platform fees and associated services and data, but does not disclose revenue percentages for these individual products.[12]+4 [7]+9

Geographic presence

The Trade Desk’s principal offices are in Ventura, California. It leases office and data-center space in cities across North America, Europe, Asia and Australia, and reports personnel in North America, Central America, Europe, Asia and Australia.[16][17]

In 2025, the United States accounted for $2.48 billion, or approximately 85.5%, of revenue; international markets accounted for $419.6 million, or approximately 14.5%. The company attributes revenue geographically based on the address of its clients or their affiliates and does not report a country-by-country revenue breakdown.[18][19] At year-end 2025, it had 3,843 full-time employees in 21 countries: approximately 63% in North America, 20% in Europe, the Middle East and Africa, and 17% in Asia-Pacific.[5] [16]+6

Business segments

The Trade Desk reports one operating segment, **advertising technology platform**, which accounts for 100% of reported revenue. Its self-service platform enables clients to buy digital advertising across channels and geographies. The company does not report connected TV, mobile, display or audio as separate business segments, nor does it disclose revenue shares for those channels.[20]+2

Geography provides a separate view of the business, rather than a segment breakdown. In 2025, the United States contributed approximately 85.5% of revenue ($2.48 billion), and international markets contributed 14.5% ($420 million). Revenue is assigned geographically based on the address of the client or client affiliate.[23][24] [20]+7

Company history

The Trade Desk was incorporated in 2009 and was founded by Jeff Green, who became its chief executive officer. Its Class A shares began trading on Nasdaq in September 2016.[25]+2

In 2018, the company launched Next Wave, an update to its advertising platform, while connected-TV advertising became a growing part of its business.[28][29] It began developing Unified ID 2.0, an identity framework intended to support advertising without third-party cookies, in 2020.[30] The Trade Desk released the Solimar platform in 2021 and followed it with the Kokai platform upgrade in 2023.[31][32] [25]+7

Sources

• Trade Desk, Inc. — Full financial report (2025 Y)
  18 citations

  [1][2][3][5][6][8][9][10][12][13][16][17][18][19][20][21][22][24]
• www.thetradedesk.com[4]
• Trade Desk, Inc. — Full financial report (2024 Y)
  5 citations

  [7][11][25][26][27]
• openpass.thetradedesk.com[14]
• www.thetradedesk.com[15]
• www.sec.gov[23]
• Trade Desk, Inc. — Transcript (2018 Y)[28][29]
• Trade Desk, Inc. — Full financial report (2020 Y)[30]
• Trade Desk, Inc. — Transcript (2021 Q 2)[31]
• Trade Desk, Inc. — Transcript (2023 Y)[32]