The Trade Desk is the eponymous flagship product from the company headquartered in Ventura California, a demand-side / data management hybrid platform (DSP / DMP).
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TransUnion TruAudience
Score 7.0 out of 10
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TruAudience from TransUnion, which contains technology from Signal Tag Management and Neustar Marketing, is a solution that aims to help marketers, web analysts and agencies establish autonomy from IT development cycles, accelerate the launch of new data-driven initiatives and campaigns while significantly improving website performance.
After extensive research of DSP and DMP platforms in the market, our agency made the wise decision to license TTD's platform and develop a long-term partnership. TTD continues to innovate and offer cutting-edge media buying solutions, access to more audience data segments, and access to new and emerging media channels like CTV/OTT and digital-out-of-home. We couldn't be happier with TTD's technology and is one of the most advanced agency users of TTD is a key differentiator for our agency.
Well suited to campaigns and smaller task teams of less than 100. For these sizes, the group conversations work well, and the ability to search conversations and multimedia is perfect for finding previous information. For larger groups, information could very easily get lost, and requires a break-up into groups that would defeat the purpose of such a group chat.
Populating your library with new tags is simple whether you're duplicating an existing tag or creating an entirely new one.
Creating the firing conditions for a tag.
Adding users to different groups with limited or full admin permissions.
If you know JavaScript, you shouldn't have an issue with assigning values to the proper variables once your data layer is set up for each page and/or action.
Reporting platform leaves a lot to be desired. Requires a lot of trial/error to pull exactly what you need to drive optimizations/learnings.
The "stop"/"continue bidding" feature for sitelists, devices, player sizes, etc is awful. When you set something up specifically, you should not have the AUTOMATIC option to serve beyond those parameters.
Trafficking video (VAST/VPAID) tags requires a manual insertion of a click URL. Completely redundant ask and is not provided by advertisers as that URL lives within the ad tag. Should not require multiple actions traffic a video tag.
Creative approval process (manual) doesn't seem necessary and is not a part of peers' platforms. There is no "pause/deactivate" feature for creative, you remove them or adjust the end date.
Placing quotes around variable names in the Tag Attributes, but not in the Event Handlers has caused me to mess up more than once.
Being able to search the account for all instances of certain text would be very helpful (e.g., search for s.eVar30 to find all places where I set that SiteCatalyst variable).
Because of all of the previous benefits that I mentioned, GM has mandated that any DSP that we use for their campaigns must be integrated with BrightTag. Therefore we will have to use BrightTag for all future GM business
It's very intuitive. We had some training materials, but found that users were able to navigate through the software without needing many resources. Our only suggestion would be to add hover-over capability in the browser, so users can see a pop-up message further explaining what each button does.
Based on the features and current usage. It shows some buggy pages plus the service and support is really very slow. The updates are not regular and company needs to work on that. The usability is good and reporting of tags is accurate which is the best part. The pricing of the product is good and can be used by organizations of all sizes.
We noted no issues with our limited interaction with support. The software operated just as expected and we found that we were able to navigate needs on our own. We understand that The Trade Desk offers excellent support, so we believe it will be a good resource to us in the future.
Support is really slow and it takes days to resolve an issue. Plus we have to inquire regularly for the status of resolution. Company should definitely work towards that
The Trade Desk is a much better product than AppNexus. Even though both products showed promise awhile back, AppNexus stopped innovating and The Trade Desk became specialists on data, cross site tracking and CTV inventory thus having a better and more unique product that actually adds value to your advertising efforts.
Most of the tag solutions I've worked with were not nearly as robust. Most systems will let you load another tag not directly placed on the site, but none provide all the different firing levers that BT does
The good thing about having an agency account is The Trade Desk lets you add your markups to the client billing.
We had a very positive response from clients regarding their perceived ROI on their ad spend through The Trade Desk.
We did not have many national clients, mostly local dealerships, so it was difficult for them to allocate a lot of funds to display advertising, even though the ROI yield was acceptable.
