Despite Ad Blocking, Ad Tech Platform Trades Higher Than Expected
With its demand side platform, data management platform and publisher management platform, The Trade Desk's product portfolio has hit the prime-time announcing today it has begun trading on The Nasdaq Stock Market - and for $28.75 a share, higher than the projected 14-16 range.
Leading up to its initial public offering (IPO), The Trade Desk announced several new features this year including integrations with many of the leading inventory sources of native advertising like Google AdX as well as the ability for clients to purchase digital audio inventory (like on Spotify) and deliver contextual experiences alongside other channels such as display, mobile, video, TV, native and social. Audio advertising means viewability is not an issue - but a person's volume controls can be - and audio ads may get around that whole pesky and persistent ad blocking issue - at least for the time being according to The Trade Desk.
"Viewability certainly is not a factor and ad blocking, in its current form, would not be able to impact the delivery of an ad into the audio stream on an application like Spotify." - source
With recent data indicating that 2 out of 3 young adults (18-24) use an ad blocker on their desktop or mobile device, advertisers will need to be very specific about who they target and the relevancy of the ads they deliver to them - regardless of channel. The Trade Desk certainly has the data to help brands gain insights about their audiences and make those audiences' experiences with a company relevant, but ad tech is a dynamic industry and one that apparently investors are happy to buy into.