Can Audio Advertising Become Trade Desk's Next Big Growth Driver?

Core Insights - The Trade Desk (TTD) is focusing on expanding its revenue streams beyond connected TV (CTV), with audio advertising emerging as a significant growth driver [1][10] - TTD's AI-powered platform, Kokai, is enhancing performance in audio campaigns, leading to improved metrics for clients [2][3][10] - TTD faces increasing competition from major players like Amazon and independent ad-tech companies such as Magnite [4][5][10] Group 1: Business Expansion and Performance - TTD is seeing audio advertising grow, currently representing about 5% of its business, with expectations for further increases due to the premium nature of these channels [1] - Consumers are spending approximately three hours daily on music and podcasts, expanding the market for digital audio ads [1] - Kokai has shown significant performance improvements, with 26% better cost per acquisition, 58% better cost per unique reach, and 94% better click-through rates compared to previous platforms [3] Group 2: Competitive Landscape - Amazon's digital advertising services are rapidly growing, with projected revenues of $56.2 billion in 2024 and a 22% year-over-year increase in Q3 revenues to $17.6 billion [5][6] - Amazon's DSP platform is gaining traction, providing advertisers access to over 300 million ad-supported audiences across various platforms, including Spotify and SiriusXM [6] - Magnite reported Q3 revenues of $179 million, an 11% increase year-over-year, with a strong adjusted EBITDA margin of 34% [7] Group 3: Strategic Initiatives - TTD's OpenPath and OpenAds initiatives are designed to enhance transparency and efficiency in the advertising supply chain [3][10] - The company is leveraging partnerships and technology to strengthen its competitive position in the digital advertising space [8]