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The Trade Desk (TTD) is focusing on enhancing its Connected TV (CTV) business amid the shift from linear to programmatic CTV, which is touted as the “kingpin of the open internet.” On the recent earnings call, TTD announced a year-over-year revenue growth of 19% in its CTV segment during Q2 2025, with programmatic CTV providing the “most effective and highest return on ad spend.”
TTD is prioritizing live sports streaming in its strategy, allowing advertisers to bid on key moments, such as NBA overtime and soccer penalty shootouts, aimed at improving engagement. Partnerships with major entities like Disney and new tools like Kokai are expected to enhance TTD’s offerings. However, TTD faces substantial competition from Amazon’s expanding Demand-Side Platform (DSP) and independent ad-tech firms like Magnite.
Amazon’s ad services revenues are projected at $56.2 billion in 2024, bolstered by collaborations with Roku and Disney, potentially reaching over 300 million viewers through various platforms. Magnite is also strengthening its position in CTV, leveraging partnerships to access major ad inventory and expanding its services to small and medium-sized businesses.
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