#audience-data

#audience-data

The Trade Desk operates the largest independent ad-buying platform on the open internet. On Monday, the company unveiled Audience Unlimited, a major upgrade to how advertisers access and apply third-party data on its platform. The new approach aims to push data from a nice-to-have to the default setting -- removing cost surprises, reducing guesswork, and tightening the connection between data and campaign outcomes.

The test is still in early stages, and Hearst's svp of ad product and data Jen Dorre, offered only limited detail last week at the Digiday Publishing Summit in Miami. Still, the early signs are promising. When advertisers buy Hearst ad inventory through the Amazon DSP, Dorre's team is seeing noticeably stronger completion and click-through rates compared to other buys.