Advertising fills the critical role of helping customers and companies find one another. But traditional approaches to advertising are flawed. Find out how the fifth company in our Top 10* series is creating value for both companies and customers by making advertising better...
Company Name: The Trade Desk
Weight: 3.15% of Eventide Gilead (#5 of top 10 holdings)
Theme: Consumer Convenience
Advertising fills the critical role of helping customers and companies find one another. But traditional approaches to advertising are flawed. Many people find advertising irksome; it interrupts the ‘regularly scheduled programming’ of our lives to bring us good news of some product or service we don’t need. Companies don’t enjoy this reality any more than customers do. It wastes valuable resources that could be better spent elsewhere. The problem with advertising today is not its function, but its relevance. When relevant, advertising connects customers who have real needs with companies who offer the perfect solutions to those needs. In other words, it has the ability to be mutually beneficial for both parties. The Trade Desk is working to make advertising better. They have developed an advertising buying platform for companies and ad agencies built on finding those beneficial connections to customers. It lets companies assess the likelihood of ROI before investment, then tracks actual ad effectiveness from initial customer impressions through to customer purchases. This means companies can spend money wisely. It also means customers can find solutions to their needs. And because it makes this connection more efficient, advertising becomes value creating. (The Trade Desk is based in Ventura, CA.)
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*A "Top 10" series is a series of articles based on top 10 holdings of a fund by weight.
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Companies we believe are making the world a better place