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The Trade Desk

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"Platform for smarter, open internet advertising."

This service offers a sophisticated platform for advertisers looking to enhance their digital marketing activities across the open internet. By blending advanced data analytics with AI-driven insights, advertisers can target audiences strategically from initial interest to purchase. With access to premium content and numerous partners, marketers optimize their campaigns more effectively, ensuring they reach the right people at the right time and place.
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The Trade Desk's Website Claims...
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Data-driven media buying
The Trade Desk claims that their platform is built from day one for data-driven media buying, not media selling, enabling better campaign performance.
Open internet access
The Trade Desk claims that their self-serve, transparent software helps advertisers use the best available data to reach audiences on the open internet.
AI-led decision-making
The Trade Desk claims that their demand-side platform combines AI-led decision-making with access to industry-leading marketplaces for audience data and premium inventory.
BlurbSTAR Case Study
Audi Italia & The Trade Desk
Audi's EV ads reached 15M Italians with precision targeting.
21%
CTR above benchmark
98000
Conversions from IBI study
1.
Situation
Challenge to Boost EV Image
→
Promotion stunted by Italian EV skepticism
→
Misconceptions around cost and recharge impact sales
→
Audi needs to transform EV perception
Audi Italia faced significant challenges in promoting their electric vehicles (EVs) among Italian consumers. The prevailing misconceptions around the price, recharging inefficiencies, and limited charging infrastructure for EVs presented hurdles for Audi. Italians are known for their deep-rooted connection with cars, yet their transition toward electric vehicles has been sluggish due to these concerns. Faced with these barriers, Audi aimed to craft a brand awareness campaign that not only raised awareness but also transformed perceptions. By showcasing Audi's EV lineup, the company hoped to capture the interest and imagination of potential EV users among its target audience, encouraging deeper engagement with Audi’s innovative automotive solutions.
2.
Task
Develop Data-Driven Campaign
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Target high-value, eco-conscious consumers
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Utilize data for precise audience engagement
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Measure campaign effectiveness with brand metrics
The task for Audi and The Trade Desk was to develop an advertising campaign that could effectively raise awareness of Audi's EVs among high-value Italian consumers. This involved utilizing a data-driven approach to precisely target segments of individuals who are interested in automotive and luxury vehicles, particularly those showing an inclination towards sustainable options. Additionally, Audi required mechanisms to measure the campaign’s success in real-time, assessing factors such as audience interaction and brand perception changes. The ultimate goal was to use the Inferred Brand Intent tool to monitor behavioral shifts and determine if consumers were driven to explore Audi's EV offerings more deeply following their exposure to the ads.
3.
Action
Execute Precision Targeting and Studies
→
Strategic data usage for audience targeting
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Partnered with Scope3 for sustainable ad delivery
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Brand lift study provides insightful campaign metrics
To address Audi’s objectives, The Trade Desk employed a multi-faceted, data-driven targeting approach. Leveraging insights from data partners, contextual segments, and Audi's retargeting data, audience segments of high-income automotive enthusiasts were identified. The campaign was orchestrated across various private marketplaces with a priority on sustainability through partnerships, such as with Scope3. Concurrently, a brand lift study using Inferred Brand Intent was executed to gauge audience reactions and overall campaign impact. This included tracking user metrics beyond standard click-through rates to encompass spontaneous searches and brand affinity. The meticulous allocation of resources and integration of these strategies allowed Audi to reach over 15 million unique users, achieving a CTR that exceeded industry benchmarks.
4.
Result
Surpass Performance Expectations
→
Reached 15M unique users effectively
→
CTR 21% above benchmark achieved
→
Brand metrics rank in top percentiles
The collaboration between Audi and The Trade Desk yielded exceptional outcomes. The campaign exceeded expectations by reaching over 15 million unique users, and it achieved a click-through rate 21% above standard benchmarks, indicating compelling engagement with the ad content. Furthermore, the brand lift study revealed that the campaign ranked in the top percentile for ad recall, perception, and likeability among comparable campaigns. With over 98,000 conversions traced through the Inferred Brand Intent study, the campaign succeeded in reshaping perceptions and attracting interest toward Audi's EV offerings. This demonstrated a significant shift in attitude towards electric vehicles among the target Italian audience.
Keywords
AUDI ELECTRIC VEHICLES
DATA-DRIVEN TARGETING
BRAND AWARENESS
INFERRED BRAND INTENT
THE TRADE DESK
EV MISCONCEPTIONS
ADVERTISING CAMPAIGN
SUSTAINABLE ADVERTISING
BRAND PERCEPTION
UNIQUE USER ENGAGEMENT
The Blurbs FAQs
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1.
What types of ad inventory do you support (display, video, native, CTV, DOOH, audio, retail media, in-app, etc.)?
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2.
What audience targeting capabilities do you offer (1st-party data activation, contextual, behavioral, geo, lookalikes, AI-driven modeling)?
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3.
What level of control and transparency do you provide in bidding strategies and media costs?
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4.
Do you support both open exchange and private marketplace (PMP) deals with premium publishers?
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5.
How do you handle identity resolution and cookieless targeting (Unified ID 2.0, LiveRamp, clean rooms, contextual AI)?
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6.
What optimization and AI-driven automation do you offer to improve performance and efficiency?
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7.
What attribution models and measurement tools do you provide for tracking ad effectiveness?
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8.
How do you prevent ad fraud and ensure brand safety (IAS, DoubleVerify, MOAT, ads.txt, pre-bid filtering)?
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9.
Do you provide a self-serve platform, managed service, or hybrid model?
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10.
What level of creative support do you provide, and do you support dynamic creative optimization (DCO)?
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The Trade Desk
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