Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

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What: California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.
Why it matters: The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection. The price increase during the first day of trading is a positive development  in view of the recent softness in the valuation of ad-tech companies.

a500be19fc4f707910abfa874b6a1596_400x400California-based ad tech company The Trade Desk, Inc., a cloud-based technology company that empowers buyers of advertising, visited the Nasdaq MarketSite in Times Square in celebration of its initial public offering (IPO) on The Nasdaq Stock Market at US$28.75, against the the company’s US$16-to-US$18-per-share projection. Shares closed at US$30.10 at the end of trading.

The stock price placed the company's market cap close to US$1 billion.The IPO puts US$90 million or more in The Trade Desk’s coffers, and the company plans to make oversized investments in international growth and programmatic TV buying.

The Trade Desk offers a self-service platform that allows media planners and buyers to define and manage digital advertising campaigns with as many targeting parameters as they choose – even if they result in quadrillions of permutations, creating unparalleled “expressiveness.” This provides clients a unique ability to bid accurately on each impression and target audiences with precision across devices and media, including display, video, audio, native and social.

Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Together, these capabilities enable a higher return on every advertising dollar spent.

"Marketers rely on their agency partners to stay ahead of the rapidly-shifting digital media space, and we are excited to be the platform they turn to in order to drive return on media spend,” said Jeff Green, CEO and Founder of The Trade Desk. "Similar to how the equities and commodities markets have transitioned from paper transactions on trading floors to electronic trading, advertising is transitioning from manual to programmatic. We could not think of a more suitable partner than Nasdaq, who pioneered the electronic trading that has transformed the entire capital market landscape.”

“Technology is at the heart of our brand and The Trade Desk’s listing today is another affirmation of our long-term commitment in supporting innovators and visionaries,” said Nelson Griggs, Executive Vice President, Listing Services, Nasdaq. “We congratulate The Trade Desk’s employees, investors and customers and look forward to their continued success in reshaping the future of advertising.”

 


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