The Trade Desk’s Connected TV channel has emerged as its largest and fastest-growing line of business, accounting for more than half of the company’s video revenues in the third quarter. Management reported that CTV revenues grew by 48% year-over-year, outstripping the overall corporate growth rate of 35%. This momentum was driven by expanded partnerships with seven new major streaming platforms and an increase in programmatic CTV inventory by 60% during the quarter. Such scale has enabled The Trade Desk to leverage its data-driven bidding algorithms to deliver a 15% higher completion rate on ad buys compared to the broader video portfolio.

Advertisers are reallocating budgets toward CTV as audience viewing shifts from linear TV to on-demand streaming. The Trade Desk reported a 25% increase in average spend per advertiser on its CTV offering, with retail and automotive sectors leading growth. Client retention in the CTV channel stands at 92%, up from 88% a year earlier, reflecting deeper integration of The Trade Desk’s identity resolution and measurement tools. Investors will watch churn and average spend metrics closely in the coming quarters, as these figures will signal whether the company can sustain its premium fees and fend off encroachment from larger ad tech competitors.

Comscore has introduced a daily program-level measurement module within its Content Measurement platform that provides deduplicated audience insights across both CTV and linear TV. Powered by AWS Bedrock’s agentic AI, the system processes over 10 million metadata tokens per day to unify viewing data into a single source of truth. This capability enables agencies to plan campaigns based on true reach—eliminating overlapping counts across devices—and to optimize CTV buys for specific series and episodes. Early adopters report a 12% reduction in wasted ad spend and improved targeting precision, as they can now see daily shifts in engagement at the title and episode level.