Independent Programmatic Technology for the Open Internet
Introducing The Trade Desk
The Trade Desk (TTD) is an independent, buy-side-only demand-side platform. With 19% US market share (source: DataBeat Programmatic Trends, Feb/Mar 2025), TTD is the third-largest DSP globally – and the only major platform without owned media inventory.
This independence ensures complete objectivity: TTD evaluates every impression based solely on advertiser benefit, without conflicts of interest from proprietary inventory.
Digitl is a Certified TTD Partner
Digitl is a certified The Trade Desk partner, providing direct platform access for advertisers and agencies. Digitl offers neutral technology advisory based on client's needs – independent of agency networks. A team of senior AdTech and Analytics specialists supports clients with platform setup and onboarding, data integration, campaign and retail media strategy, and cross-platform reporting. The Programmatic Academy is designed to enable teams and platform users at different knowledge levels and across various functions. Ongoing support after initial onboarding ensures business continuity and long-term success for client teams.
Benefits of Using The Trade Desk
Maximizing Omnichannel Campaign Effectiveness with TTD
Inventory Access
Inventory Access
Premium open web publishers including Connected TV with publishers such as RTL AdAlliance, Netflix, and Disney+ along with programmatic DOOH through Ströer, VIOOH, Hivestack, and more. OpenPath enables direct, SSP-less access to inventory, reducing intermediaries and improving transparency.
Data Access
Data Access
UID2/ EUID-based first-party data onboarding and activation. Retail media integrations with major retailers like Schwarz Gruppe (Lidl, Kaufland), Tesco, and Walmart provide deterministic, purchase-based audience targeting.
Measurement
Measurement
Cross-device measurement through UID2/ EUID and partnerships with leading mobile measurement providers. Closed-loop retail attribution connects ad exposure to actual sales through the Retail Sales Index (RSI).
Why Using The Trade Desk
The Buyer's Advocate
TTD only represents the buy side of digital advertising. Every product and interaction with the supply side – such as OpenPath – is intended to drive better signal and a more transparent marketplace for advertisers.
TTD's objectivity ensures advertisers can select impressions based on efficacy, which is not always possible when a vendor also owns inventory.
Incremental Value
TTD unlocks inventory and data that extends programmatic reach beyond standard channels. As the only major DSP fully dedicated to the buy side, TTD has built unique partnerships with premium publishers and retailers that prioritize advertiser outcomes. This includes exclusive access to European broadcaster inventory, advanced DOOH activation capabilities, and retail media data from major grocery and retail chains – enabling targeting and measurement based on real purchase behavior.
TTD Features & Capabilities
UID2 / EUID
Privacy-compliant identity framework for the open internet, independent of third-party cookies. Enables precise targeting and measurement across all channels including CTV, audio, and mobile. EUID is built for European markets, fully GDPR-compliant with consent-based user controls. Supports first-party data onboarding and cross-device frequency management.
Retail Media Data
Partnerships with Lidl, Kaufland, Tesco, Dunnhumby, Nectar360, Walmart, Kroger, and others. Activate deterministic, purchase-based first-party retail data for precise targeting – resulting in 72% more efficient cost per unique household reach in EMEA (source: The Trade Desk platform data, 2024).
Closed-Loop Measurement
Connect ad exposure directly to real-world business outcomes – online and in-store sales, brand lift, and ROAS. The Retail Sales Index (RSI) aggregates sales data across retailers for unified campaign impact reporting.
Kokai AI Platform
AI-driven optimization evaluating up to 15 million ad opportunities per second. Kokai delivers on average 27% better CPA, 43% better cost per unique reach, and 24% better CPC compared to the previous platform (source: The Trade Desk, April 2025).Premium Inventory Highlights
RTL AdAlliance
150+ million daily TV viewers and 37 million addressable TV households across Europe. Premium streaming and broadcast portfolio including RTL+ and Sky Deutschland.
Programmatic DOOH
Direct SSP integrations with Ströer, VIOOH (JCDecaux and WallDecaux inventory across Europe), and Hivestack. Real-time optimization based on weather, footfall, dayparting, events, and audience concentration.
Advanced TTD Projects with Digitl
Strategy & Unification
Support with unified campaign planning across activation platforms with clear role definition for TTD. Cross-platform reporting with unified data sources processed and visualized across all platforms. AI-powered summaries and natural language queries allow stakeholders at all levels – from operational teams to decision-makers – to get instant answers from their data.
Platform Setup & Integration
Full platform setup and onboarding with dedicated support – up and running in less than 30 days. Deep integration through tagging and tracking implementation, ensuring data flows correctly into analytics systems like Google Analytics and data warehouses like BigQuery. Deal management support for inventory access and fair pricing across publishers and data providers.
Data Enablement
EUID-based data onboarding for first-party data activation with privacy-compliant targeting across the open internet. Support with retail media data strategies and activation with Schwarz Gruppe, Tesco, and others for deterministic, purchase-based audience targeting and closed-loop measurement.
Training & Governance
The Programmatic Academy enables teams and platform users at different knowledge levels and across various functions. Digitl's teams ensure unified billing, access to implementation guides, and governance across all platforms.
„What sets The Trade Desk apart is its commitment to the open internet. With UID2 and Kokai, advertisers get privacy-compliant targeting and AI-driven optimization without sacrificing transparency or control.“
Dr. Tim Hasenpusch
Managing Partner | Digitl
Dr. Tim Hasenpusch
Managing Partner | Digitl
„What sets The Trade Desk apart is its commitment to the open internet. With UID2 and Kokai, advertisers get privacy-compliant targeting and AI-driven optimization without sacrificing transparency or control.“