[4] Demand-side platforms, like The Trade Desk, work with ad exchanges to deliver such tailored digital experiences.

[5] The Trade Desk has been recognized for its omni-channel approach to programmatic marketing automation, with strong data analytics capabilities, fast response-times, and support for various connected devices, online platforms, and media formats.

Founders Green and Pickles were also named as Ernst & Young Entrepreneurs of The Year 2015 in the Greater Los Angeles region.

[15][17] The firm also improved transparency in programmatic buying by enabling buyers to see all selling or reselling parties to a bid request.

[18] In 2018, the firm began investing heavily into the Asia Pacific region with the launch of its programmatic ad buying platform in China, giving access to Chinese media companies, such as Alibaba, Tencent and Baidu Exchange Services.

[25][26] In mid-2020, Unified ID 2.0 (UID 2.0) launched as a second iteration to leverage a post-cookie internet using encrypted email and phone number data to create a secure identity standard.

[27] The identity resolution software was adopted by Disney[28] and Paramount,[29] as well as by major advertisers, including Procter & Gamble and Unilever.

[32] In March 2024, NBCUniversal announced that its broadcast content for the Paris 2024 Summer Olympics would be available, in partnership with The Trade Desk, to online automated programmatic marketers, for the first time.