Turn audience goals into media decisions.
A buying workflow across open-internet media.
The Trade Desk / THE WORLD THEY ARE BUILDING
Make open-internet ad buying measurable and usable.
The Trade Desk provides a cloud platform that advertising buyers use to plan, purchase and measure campaigns across the open internet.
See it taking shape ↓The products behind the promise.
Hong Kong campaign with Fabcom
380% more conversions than lookalikes from other seed audiences.UID2 lookalike audiences and omnichannel campaign measurement.
What changed? ＋
Siloed channels and a need to use first-party CRM data.
Employer-published Hong Kong Lucky Draw campaign comparison;not a domestic Korean deployment or general guarantee.
From audience goal to measured media
An illustrative advertiser chooses an audience,a buying route and an outcome.
- 01
Define value
Choose the audience seed,goal and usable data.
- 02
Reach supported supply
Select inventory and a permitted identity route.
- 03
Observe and adjust
Measure the chosen result and inspect campaign constraints.
Follow the work, step by step
A buying decision across many media owners
The Trade Desk provides a cloud platform that advertising buyers use to plan, purchase and measure campaigns across the open internet. Its customers include brands, agencies and service providers working for them. A campaign can reach streaming television, a mobile app, a news website or an audio service rather than depending on one publisher’s own audience. The buyer decides whom to reach, what outcome matters and how to allocate a budget; the platform combines those instructions with available inventory and data. This explains why the company describes itself as an independent demand-side platform. Its role is to represent the buyer’s decision within a wider advertising market. Signet would begin a company conversation with a specific customer decision: which audience is valuable, which inventory is appropriate and which result would justify spending again. That is more useful than treating the product simply as a screen on which an advertiser can buy a large volume of impressions.
Signals give an impression a different value
The platform’s buying workflow starts with a seed that describes a brand’s valuable audience, then uses goals and bid factors to express what the buyer values. Identity solutions help make permitted first-party relationships usable across supported environments, while retail data and measurement partners connect advertising with outcomes. UID2 is an open-source identity approach using email addresses or phone numbers with mechanisms for consumer control. It does not remove the need to understand permissions, applicable rules and the actual regional integration. Signet’s reading is that good campaign preparation joins an audience definition with an operationally usable signal and a clear measurement choice. For example, an advertiser could want new customers rather than the cheapest possible clicks. The useful question then becomes whether the campaign is reaching the intended group and whether its measurement can distinguish that result. A technology demonstration should explain those choices before presenting an optimization chart as evidence of business success.
The supply connection also needs operating work
OpenPath offers a direct connection between The Trade Desk and participating publishers. OpenAds addresses the auction environment, and PubDesk gives publishers information about how buyers value their supply. These tools address related but different stages: access to inventory, auction integrity and observation of supply quality. Signet would follow the entire route rather than assuming a signed partnership alone makes a campaign work. The publisher needs usable metadata, dependable bid traffic, suitable commercial terms and a way to examine performance. The buyer needs confidence that the intended inventory and audience are actually accessible. This matters in South Korea because the current inventory role explicitly joins publisher partnerships with hands-on troubleshooting and collaboration with demand teams. A local opportunity becomes meaningful when the parties can connect, operate and evaluate it. The company’s bet therefore depends on both a capable buying platform and relationships that make quality media available through a route buyers and publishers can understand.
Understand the products and their customers
Kokai makes campaign choices visible
Kokai is the company’s platform for planning, buying and measuring advertising, introduced in 2023 and updated through later releases. The official guide illustrates its Programmatic Table, where campaign elements such as budget, audience, inventory, identity and reports are organized together. That historical product illustration helps explain the buying workflow; the current Zuma release introduces refreshed advertiser, campaign and ad-group pages. Applied Settings brings targeting parameters into a consolidated view so traders can examine restrictions and pacing. Reporting updates help users choose templates and inspect report details while building an analysis. Signet would evaluate whether these changes make a particular operational decision easier: discovering why a campaign is underspending, understanding a targeting constraint or choosing a report that answers the advertiser’s question. The guide’s illustration is a dated company product example, rather than a customer account or a claim that the older interface remains identical after the newest release.
AI assistance comes with a stated rollout scope
Koa has powered AI decisioning within The Trade Desk since 2018. The August 2026 Zuma announcement adds a conversational experience and specialized agents for tasks such as campaign creation, audience work, troubleshooting and performance analysis. Its accompanying capability guide is more precise about access: the conversational Koa assistant, frequency features and conversion-lift enhancements are in closed beta, while upgraded bulk editing is described as coming soon. The release combines generally available features with open or closed beta capabilities. Signet therefore separates the existing decisioning approach from the availability of the newer assistant. A useful customer discussion names the specific task, checks access and explains what a trader will review before acting. AI support can shorten an investigation, but campaign goals, permissible data, budget choices and accountability still belong in the operating conversation. The company’s performance claims also refer to specified platform samples, so they should be read as company analyses rather than guarantees for a new advertiser.
Publishers need to understand the buying side
PubDesk addresses the publisher’s view of demand rather than replacing the advertiser’s Kokai workspace. Its Sincera-powered signals include bid and fill rates, ad-to-content ratio, refresh behavior, viewability-related information, metadata quality and supply paths. It centralizes spend through The Trade Desk and compares a property’s performance with market trends. This lets a publisher investigate whether a change is specific to its own setup or part of a broader movement. The current guide says expansion to supply-side platforms is coming soon, so that broader reach remains a distinct availability question. OpenPath supplies a more direct connection, while OpenAds introduces an auction environment designed for transparency alongside existing publisher technology. Signet would ask a partner to show which part of the chain is changing and how the effect will be measured. A cleaner route, useful signals and an executable contract can work together, but each has its own integration and commercial responsibilities.
The story, in numbers.
DATED OBSERVATIONS
USD · millionAnnual revenue
Comparable full-year GAAP revenue;gross ad spend and quarters are separate.
Figures, dates & basis ＋
| Date | Value | Basis |
|---|---|---|
| 2023-12-31 | $1.946B | GAAP revenue for the full year,in USD. |
| 2024-12-31 | $2.445B | GAAP revenue for the full year,in USD. |
| 2025-12-31 | $2.896B | GAAP revenue for the full year,in USD. |
The Trade Desk
OpenAds publisher support
An initial publisher group supports the transparent auction environment.
Zuma refreshes Kokai
UI,AI and measurement updates have differentiated availability.
Healthcare measurement expands
Current AQ optimization and additional Q4 plans.
Read the growth story
Revenue comes from platform use and services
The Trade Desk’s annual filing explains its commercial model directly. Clients pay a platform fee generally based on a percentage of their total platform spend, along with value-added services and data supporting campaigns. The company generally reports revenue as an agent on a net basis after supplier components, including advertising inventory and supplier-provided data or service components. That is why a client’s total advertising spend and the company’s revenue are different amounts. Signet would inspect what the fee buys and which supplier or data costs sit elsewhere in a campaign budget. The model connects the company to ongoing advertising activity: clients can expand their use when the platform supports useful audiences, inventory and outcomes. It also makes pricing, channel mix and the composition of services relevant to the revenue generated from a given level of spend. A simple dividing ratio is an observation about reported totals, rather than a universal contract price available to every customer.
Compare full years on the same accounting basis
The comparable full-year series records GAAP revenue of $1,946.120 million in 2023, $2,444.831 million in 2024 and $2,896.284 million in 2025. These are periods of recognized company revenue, ending on December 31 each year. The 2025 filing separately records approximately $13.4 billion in gross platform spend, a measure of advertising activity that includes inventory, services, data and the platform fee. The annual results announcement says customer retention stayed above 95% during 2025, as it had for twelve consecutive years. That is a customer retention measure, not net revenue retention or a promise that every customer’s budget grew. Signet would examine whether use is broadening, whether clients keep finding valuable outcomes and how commercial mix affects the relationship between spend and revenue. A chart of annual revenue helps establish the scale and direction of the business, while the surrounding metrics answer different questions. They should retain their own periods, definitions and comparison bases.
Execution matters as growth slows
The latest verified quarterly report is the second quarter of 2026. Revenue was $715.057 million, compared with $694.039 million a year earlier, and the company described growth as 3%. GAAP net income and adjusted EBITDA are separately reported measures with a reconciliation; the latter should not be presented as ordinary net profit. Jeff Green said the quarter did not meet the company’s own standard and described actions to improve execution. Signet would read that alongside product updates rather than assuming a new AI release has already produced a renewed growth rate. The annual filing identifies competition, dependable access to quality inventory, privacy developments and platform execution as business risks. Google and Amazon are among the competitors it names. The Trade Desk’s stated position emphasizes an independent buying platform and open-internet access. That positioning needs to keep earning client spend in a changing market. A Korean partnership role sits within this practical challenge by making valuable local inventory usable for advertiser demand.
Someone saw it first.
Co-founder,CEO and Chairman
Jeff Green
Co-founded The Trade Desk in2009 with Dave Pickles;earlier founded AdECN.
The choice behind the company ＋
Connect buying decisions with usable signals and workflows.
“Zuma builds on that foundation, making our platform faster, simpler and smarter”
Jeff Green · Zuma release announcement · 2026-08-27
The decisions behind the company
Jeff Green connects exchange experience with buying
Jeff Green co-founded The Trade Desk in 2009 with Dave Pickles. The current leadership page identifies Green as chief executive officer and board chairman, and records his earlier advertising exchange AdECN, acquired by Microsoft in 2007. That background connects the founder story with the company’s long-running interest in the mechanics of advertising markets. Kokai’s 2023 introduction and the 2026 Zuma update continue that focus through tools for making a buyer’s decisions easier to execute. Signet reads this as a founder-led product argument: better decisions require usable signals, an understandable workflow and a buying route that supports the client’s interests. That interpretation is grounded in the company’s published platform and release material, rather than an invented account of a private founding conversation. Dave Pickles is retained as a co-founder in the history, while the present leadership view comes from current public material. A historical founder title should not automatically become a present executive appointment.
Data and communication have distinct owners
Current leadership responsibilities show how the product thesis reaches the market. Kristi Argyilan is chief commercial officer and executive vice president, leading data partnerships that include identity, measurement, retail media and governance. Sarah Gavin is chief marketing officer and executive vice president, responsible for brand, communications, customer marketing and demand generation. The August results announcement also records the appointment of Nate Olmstead as chief financial officer. Signet’s reading is that a partnership needs more than a technically correct integration: teams must explain the commercial value, agree the data route and connect it to what a customer will measure. For a Korean inventory professional, that translates into a partner story that remains clear to engineers, sales teams and decision-makers responsible for yield. The role’s reporting line is separately specified as the general manager of inventory development for North Asia. Global executive responsibilities provide context, while the vacancy supplies the actual local collaboration and reporting relationship.
Transparency needs evidence that a partner can use
The company’s published trust and inventory materials make transparency an operating theme. OpenAds is described as an auction environment that gives publishers and buyers clearer visibility, while the Korean role asks a hire to explain supply path optimization and quality control to partners. Signet would prepare a case in which a partner can understand the route, the relevant signals and the commercial result without relying only on a reassuring slogan. The second practical theme is hands-on curiosity. The posting asks for someone who can learn changing technology and work directly with programmatic systems without needing a large operations team behind every task. A strong account of prior work would connect an investigation with a decision: what appeared wrong in the bid stream, how the team tested its explanation and what changed for monetization. These preparation themes are derived from public product and hiring material. They describe evidence worth bringing to a conversation, rather than claiming access to internal interview questions or private management preferences.
What happens here matters.
Connect Korean CTV,app and web supply with advertiser demand.
Inventory Development＋
Commercial demand teams＋
Product,Engineering,Marketing＋
Legal and Finance＋
Collaboration and reporting line described in the public posting.
Why Korea? Why now?＋
The posting seeks local broadcaster,gaming and premium publisher partnerships.
Seoul inventory role published
First publication in the official ATS;the role remains on the checked board.
Understand the Korea opportunity
Seoul presence and a specific supply mission
The official office list places The Trade Desk in Seoul at Gangnam Finance Center on Teheran-ro. The employer’s public board has one Seoul vacancy at the checked date: Inventory Development Director. Its public metadata identifies full-time employment, and the posting describes an individual contributor reporting to the general manager of inventory development for North Asia. The work is to build Korean publisher partnerships across connected television, apps and the web while aligning inventory access with incoming advertiser demand. Signet reads the local opportunity through that concrete operating mission. A partner relationship is valuable when the relevant media can become usable inventory and the supply owner understands the economic result. The candidate needs to connect a local broadcaster, gaming publisher, content owner or platform with the appropriate technical and commercial route. The public office and vacancy establish presence and a hiring need; they are not a basis for estimating the entire Korean team or assigning private accounts to employees.
Korean brands’ overseas cases have a clear scope
Two published cases help explain the platform through Korean brands while preserving where the work occurred. Sulwhasoo’s Lucky Draw campaign took place in Hong Kong with agency Fabcom. It combined first-party CRM data, UID2 lookalike audiences and premium video, display and digital out-of-home media. The case reports 380% more conversions than lookalike audiences built from other seed audiences, a specific comparison rather than a general lift promised for all campaigns. Samsung’s attribution case concerns Canada and a local measurement approach with Starcom. Those examples demonstrate routes from audience signals to campaign measurement, but the geography remains Hong Kong or Canada. Signet would use them to discuss a Korean brand’s overseas advertising needs without relabeling the work as a domestic customer deployment. For a Korean supply partnership, the separate questions are which local inventory is accessible, what permissions support audience signals and how the partner and advertiser will evaluate the route. A recognizable brand name alone does not answer those operational questions.
Partnership evidence needs a working technical route
The Seoul posting asks for 8 to 10 or more years of programmatic experience in supply-side sales, yield management or business development, with hands-on comfort in OpenRTB, Prebid or header bidding, SDK integrations and identity solutions. It also seeks an active network in Korean CTV or OTT and mobile gaming, quantitative negotiation skills and experience with complex partnership cycles. Signet’s preparation advice is to bring a case that joins publisher discovery, bid-stream investigation, commercial negotiation and an observable monetization decision. A plausible first quarter would map priority partners and demand, agree a measurable supply-quality baseline and carry one qualified opportunity through its integration and commercial steps. These are Signet’s proposed preparation themes, not employer-promised milestones. The posting names collaboration with sales, account management, product, engineering, marketing, legal and finance. This combination suits someone who can move from a technical problem to a commercial explanation and keep responsibility for the details. It makes local relationships and direct execution equally relevant to the work.
1 open role in Korea
Current Signet catalog · 2026-10-19
FOR YOU
Show local relationships,bid-stream work and complex negotiation.
GTM · Sales · BD
Inventory Development Director
- The work
- Build Korean publisher supply and solve programmatic issues.
- Who fits
- 8~10+ years in programmatic supply,with hands-on execution.
- Keep in mind
- Individual contributor reporting to the North Asia GM.
The next scene is taking shape.
OpenAds publisher support
An initial publisher group supports the transparent auction environment.
Zuma refreshes Kokai
UI,AI and measurement updates have differentiated availability.
Healthcare measurement expands
Current AQ optimization and additional Q4 plans.
More context on what comes next
OpenAds names an initial publisher group
On January 6, 2026, The Trade Desk named an initial group of publishers supporting OpenAds, including AccuWeather, the Guardian, Hearst businesses, People Inc. and Ziff Davis. The announcement concerns support for the auction environment and its transparency proposition. Signet would examine the actual implementation and supported demand before treating that support as a uniform global rollout. OpenAds, OpenPath and PubDesk have complementary roles in auctions, access and publisher observation. The relevant operating question is what changes for a specific property and whether both sides can inspect the result. Named support provides evidence of partner interest; a local integration still needs its own technical and commercial scope.
Zuma changes the workflow with phased features
The August 27 Zuma release updates Kokai’s interface, AI assistance and measurement workflow. Its resource guide distinguishes closed-beta assistant, frequency and lift features from other updates, and describes improved bulk editing as coming soon. Signet would carry those availability distinctions into a customer conversation. The practical test is whether the trader can find a constraint, understand a suggested change and choose an analysis that answers the campaign’s question. A release announcement shows the company’s product direction, while access to an exact feature and measured results require their own checks. This keeps the product story specific enough for a buyer or candidate to discuss the actual work.
Healthcare measurement has present and planned parts
The September 15 announcement expands healthcare advertising measurement integrations with Veeva Crossix and IQVIA Digital. Audience Quality, expressed as cost per target reach, is described as available, while Gross NBRx and weighted KPI combinations are planned for the fourth quarter. Additional site, geography and device measurement dimensions are also part of the planned work. Signet reads this as a sector-specific extension of campaign measurement rather than a medical treatment or diagnostic product. A pharma advertiser needs a clearly defined audience and an appropriate outcome signal; each integration’s present scope matters. As of the October 11 check, the announcement’s future-quarter language is retained and completion is not inferred from the calendar alone.
A LITTLE MORE CONTEXT
Understanding The Trade Desk.
What does The Trade Desk do?
The Trade Desk provides a cloud platform that advertising buyers use to plan, purchase and measure campaigns across the open internet. Its customers include brands, agencies and service providers working for them. A campaign can reach streaming television, a mobile app, a news website or an audio service rather than depending on one publisher’s own audience. The buyer decides whom to reach, what outcome matters and how to allocate a budget; the platform combines those instructions with available inventory and data. This explains why the company describes itself as an independent demand-side platform. Its role is to represent the buyer’s decision within a wider advertising market. Signet would begin a company conversation with a specific customer decision: which audience is valuable, which inventory is appropriate and which result would justify spending again. That is more useful than treating the product simply as a screen on which an advertiser can buy a large volume of impressions.
What is the opportunity in Korea?
Connect Korean CTV,app and web supply with advertiser demand.
Are these confirmed job openings?
Employer postings were checked on 2026-10-11. Availability can change. Mock applications request a review from Signet.
How can I explore the company in more depth?
Follow the company from its vision through products, evidence and people to the Korea team and current roles. Use the table of contents to move within the page, and expand the sections for more context.