The advertising technology sector is witnessing a dramatic transformation as The Trade Desk implements a fundamental strategic shift. Moving away from reliance on expensive, complex data utilization, the company is now positioning artificial intelligence as the cornerstone of its plan to revolutionize digital advertising operations. This pivot raises critical questions about whether these new AI platforms can deliver on their promise to fundamentally change the industry.
Institutional Confidence and Financial Performance
Major investors continue to demonstrate strong faith in The Trade Desk’s direction, with institutional holders controlling approximately 72% of the company’s shares. This substantial institutional ownership signals continued professional confidence in the company’s strategy. The second quarter of 2025 saw 539 institutions expanding their positions, while 382 reduced their holdings. Operationally, the company reinforced its solid foundation with quarterly revenue reaching $694 million—representing a 19% increase year-over-year.
Revolutionary Platform Capabilities
The company has introduced two pivotal components to its “Kokai” platform: “Audience Unlimited” and “Koa Adaptive Trading Modes.” Together, these innovations aim to completely reinvent how data is utilized within the advertising ecosystem. Historically, advertisers allocated nearly 20% of their media budgets to external data acquisition—a significant financial burden.
Should investors sell immediately? Or is it worth buying The Trade Desk?
The “Audience Unlimited” feature employs artificial intelligence to automatically evaluate and select relevant data segments. Rather than negotiating with multiple data providers individually, advertisers now gain access to comprehensive segments through a simplified, more economical pricing structure. The new model implements tiered rates of 3.3% and 4.4% of impression costs—representing a substantial reduction compared to previous fee structures.
Divergent Analyst Perspectives
Market experts display divided opinions regarding this strategic reorientation. Guggenheim reduced its price target from $75 to $55 while maintaining its “Buy” recommendation, despite warning about increasing competitive pressures. In contrast, KeyBanc reaffirmed its “Overweight” rating with a more ambitious $88 price target.
Stifel demonstrates even greater optimism, maintaining a “Buy” rating with a $90 price objective. However, Bank of America tempers enthusiasm by downgrading the stock to “Underperform” due to valuation concerns, simultaneously cutting its price target from $55 to $49, despite acknowledging strong growth prospects.
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