About The Trade Desk
The Trade Desk is the largest independent demand-side platform (DSP), giving advertisers programmatic access to display, video, audio, connected TV, and digital out-of-home inventory across the open internet. Powered by its AI engine Koa, the platform offers advanced audience targeting through Unified ID 2.0, retail data partnerships, and real-time bidding at massive scale — making it a central buying platform for omnichannel brands running programmatic media.
How Prescient AI measures The Trade Desk
Prescient AI pulls spend, impressions, clicks, and conversion data from your Trade Desk campaigns across all channels — display, video, audio, and CTV — and maps it into the Marketing Mix Model at the tactic and campaign level. This allows the model to decompose which programmatic channels and strategies are driving incremental revenue, and how Trade Desk performance interacts with your other media investments. Daily model updates mean you can see the impact of budget shifts, audience changes, and channel mix adjustments as they happen.
Why measure The Trade Desk with a Marketing Mix Model
The Trade Desk runs campaigns across dozens of channels and thousands of publishers, which creates a measurement challenge: platform-level reporting can tell you what happened within the DSP, but not how those programmatic campaigns influenced branded search, social conversions, or marketplace sales. A Marketing Mix Model captures these halo effects by measuring all channels in a unified statistical framework. You can see where each programmatic tactic sits on its saturation curve, forecast the revenue impact of reallocating budget between CTV, display, and audio, and optimize your Trade Desk strategy as part of your full media plan — giving you the clarity to scale programmatic spend with confidence.
