The Trade Desk: A Rising Star in the Advertising Galaxy The Trade Desk: A Rising Star in the Advertising Galaxy

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Alphabetโ€˜s (NASDAQ: GOOG) (NASDAQ: GOOGL) Google has long been hailed as the 800-pound gorilla in the advertising universe. With dominance in search, streaming video, and a sprawling ad network, Google captures a significant 39% share of global digital advertising spending (Statista).

Despite Alphabetโ€™s colossal market cap of $1.9 trillion, its advertising growth has hit headwinds due to various challenges ranging from macroeconomic shifts to regulatory pressures.

A couple watches TV at home.

Image source: Getty Images.

While Alphabet remains a sound long-term investment, the quest for the โ€œnext Alphabetโ€ leads us to The Trade Desk (NASDAQ: TTD), an emerging player in the ad tech realm poised for rapid ascent.

Unveiling The Trade Deskโ€™s Role

In the digital ad landscape, sell-side platforms (SSPs) assist publishers in selling ad space, while demand-side platforms (DSPs) aid advertisers in purchasing ad inventory across diverse platforms.

Unlike Google and Meta Platforms, The Trade Desk operates as an independent DSP, enabling advertisers to access ad spaces beyond the confines of tech giantsโ€™ walled gardens.

With a powerful focus on connected TV (CTV) platforms, The Trade Desk has solidified its position as a leading player, serving key clients like Disney and Warner Bros. Discovery, steering an era of cheaper ad-supported streaming services.

Moreover, The Trade Deskโ€™s innovative solutions like Solimar, Unified ID 2.0, and OpenPath underscore its journey towards becoming a diversified advertising behemoth challenging Alphabetโ€™s walled garden approach.

The Trade Desk: A Star on the Rise

Since going public in 2016, The Trade Desk has exhibited impressive growth metrics, with revenue and adjusted EBITDA soaring at a compound annual growth rate (CAGR) of 46% and 51%, respectively.

Notably, its 2023 revenue aligns with Alphabetโ€™s pre-IPO revenue in 2003, hinting at a promising trajectory akin to Alphabetโ€™s remarkable evolution.

While analysts foresee robust growth for The Trade Desk, the company faces fierce competition against tech titans like Amazon and Adobe, alongside leading CTV platforms like Roku.

Challenges and Opportunities

The Trade Deskโ€™s journey to becoming a tech giant like Alphabet remains a work in progress, considering its current market cap of $43 billion and premium valuations based on sales and EBITDA.

Expectations of sustained growth make The Trade Desk an enticing choice for investors eyeing exponential returns, even if it may not replicate Alphabetโ€™s historic gains.

Investing Insights

The analysts at Motley Fool Stock Advisor vouch for The Trade Desk as one of the top stocks to watch, among other hidden gems. With potential that canโ€™t be overlooked, The Trade Desk stands out as a beacon in the advertising constellation.

John Mackey, former CEO of Whole Foods Market, an Amazon subsidiary, is a member of The Motley Foolโ€™s board of directors. Randi Zuckerberg, a former director of market development and spokeswoman for Facebook and sister to Meta Platforms CEO Mark Zuckerberg, is a member of The Motley Foolโ€™s board of directors. Suzanne Frey, an executive at Alphabet, is a member of The Motley Foolโ€™s board of directors. Leo Sun has positions in Amazon, Meta Platforms, and Walt Disney. The Motley Fool has positions in and recommends Adobe, Alphabet, Amazon, Magnite, Meta Platforms, Roku, The Trade Desk, Walt Disney, and Warner Bros. Discovery. The Motley Fool has a disclosure policy.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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