The Trade Desk is betting part of its recovery on measurement nobody can argue with

The Trade Desk missed its second-quarter forecast. Advertisers buying on price, not value, are a big part of the reason why. So now it’s betting on measurement so clear they can’t keep doing it.

Key to those efforts will be a new measurement framework, which is in alpha. CEO Jeff Green flagged it on the earnings call yesterday (August 6). When it does launch, the hope is that it will “more fairly assign value across the entire customer journey, giving marketers greater confidence in whether advertising is creating incremental business results”.  To do it properly, The Trade Desk is working with, in Green’s words, “some of the largest media companies, the largest measurement companies, and the largest data companies to bring it to life”.

It’s fair to say Green has a lot riding on the outcome. Continue reading this article on digiday.com . Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.