Trade Desk Predicts ‘Biggest Political Year Ever’ for Advertising

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By Patience Haggin

Candidates are starting to spend on advertising in preparing for the 2022 midterm elections. They are already spending above seasonal levels seen in previous election cycles, said Jeffrey Green, chief executive of advertising-technology company The Trade Desk Inc., during the company’s first-quarter earnings call on Tuesday.

“From recent events, that seems to be one that’s going to be exciting as well. And I suspect just because of the momentum and attention that it will have more investment than most. We’re very well positioned to have it be our biggest political year ever,” Mr. Green said.

Meanwhile, in response to Netflix’s announcement last month that it is considering the launch of a lower-priced, ad-supported version of its service, Mr. Green said it would be to the streaming giant’s benefit to partner with Trade Desk to provide the technology to support an ad offering.

“I’m extremely optimistic in the potential for us to partner with Netflix,” the Trade Desk CEO said.

He said Trade Desk’s technology could help Netflix avoid showing the same ad to a given consumer too many times–which would deliver better value to advertisers and allow them to charge more for the ads.

“I have spent many of the last 10 years publicly predicting that Netflix and nearly everyone else [other streaming-video services] would eventually show ads,” Mr. Green said.

Netflix’s former chief financial officer, David Wells, joined Trade Desk’s board five years ago, Mr. Green said.

Write to Patience Haggin at [email protected]



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