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The New Innovators of Advertising (TTD, VRSSF, TLRA)

Trade Desk Inc (NASDAQ:TTD) recently announced the appointment of Jonathan Carson as the company’s first Chief Revenue Officer.

According to the release, “based in the New York office, Carson is focused on driving the company’s revenue generation and new client acquisition strategy. In this new role, Carson is responsible for scaling The Trade Desk’s business development organization to continue the company’s rapid global growth. Carson brings more than 20 years’ experience in the digital media industry, with executive leadership roles in fast-growth environments both in the U.S. and globally. Prior to joining The Trade Desk, he served as the Chief Revenue Officer of Vevo, where he oversaw Vevo’s global sales and marketing functions. Previously, Carson was CEO of Digital for The Nielsen Company, where he led Nielsen’s digital and mobile strategy and operations across more than 70 countries. Carson joined Nielsen when they acquired the social media analytics company, BuzzMetrics, which he co-founded and led as CEO.”

Trade Desk Inc (NASDAQ:TTD) is a cloud-based advertising-buying platform.

Ad buyers can value each impression like traders value stocks, using first and third party data to decide which impression to buy and how much to pay. Its platform enables advertising clients to purchase and manage digital advertising campaigns across various formats, including connected TV (CTV), mobile, video, audio, display, social and native, on a multitude of devices, including smart TVs, computers, and mobile devices.

There was very little action in the stock for at least a year until Q1 2018 results hit the tape and the world took notice of the stock (that was May 10). It has been off to the races ever since, powered by, a steady stream of new brands and agencies joining the company’s platform. Looking ahead, the company has expressed interest in Connected TV.

As the company frames itself, it provides a self-service omnichannel software platform that enables clients to purchase and manage data-driven digital advertising campaigns in the United States and internationally. The company’s platform allows clients to manage integrated advertising campaigns in various advertising channels and formats, including connected TV, mobile, video, audio, display, social, and native on various devices, such as smart TVs, computers, and mobile phones and tablets. It serves advertising agencies and other service providers for advertisers.

“We are thrilled to add Jonathan’s deep experience in digital media to our executive leadership team as we continue our rapid growth,” said Jeff Green, Founder and CEO of The Trade Desk. “Jonathan’s focus on revenue generation and client acquisition will help us continue to gain share in the global digital advertising market, including new channels such as Connected TV, and massive emerging consumer markets, such as China.”

Even with that news, the action hasn’t really heated up in the stock, with shares moving net sideways over the past week.

Trade Desk Inc (NASDAQ:TTD) managed to rope in revenues totaling $159.9M in overall sales during the company’s most recently reported quarterly financial data — a figure that represents a rate of top line growth of 42.4%, as compared to year-ago data in comparable terms. In addition, the company is battling some balance sheet hurdles, with cash levels struggling to keep up with current liabilities ($231.1M against $670.5M, respectively).



Versus Systems Inc (OTCMKTS:VRSSF) is an interesting player in the ad space.

The company recently announced that it has added new functionality to its patented Dynamic Regulatory Compliance engine to support additional regions in the United States, increasing audience for brands and content partners.

“Navigating the legal and regulatory aspects of rewards and prizing is a pain point for both content creators and brands,” said Matthew Pierce, Versus Systems’ CEO. “Versus Systems’ prizing platform has always focused on global, regional, and local compliance at every step – and now Versus can place prizes in all 50 states, using the same technology that will soon expand into Europe and Asia – allowing our partners to expand their prizing campaigns, connecting with more players.”

Versus Systems Inc (OTCMKTS:VRSSF) is a leading provider of “gamified” ad opportunities for brands seeking fresh avenues to market and advertise products and services. Versus has a strategy that is predicated on a simple set of insights about what advertisers need, what most people hate, and what everyone loves. The end result is a unique platform for integrating gamified ads into top video games, creating a unique level of engagement that advertisers are searching for.

The Versus model is a classic ad model built on cost per engagement. If you are the advertiser, and you offer up some prize that is part of a marketing campaign (let’s say you sell surfboards and give away a T-shirt as part of a surfing segment of a video game if players can manage to pull off a particular trick on a particular wave), then, every time someone engages with that gaming challenge in order to win your T-shirt, you pay a fee that Versus splits with the producer of the video game.

Any part of basically any game can become the landscape on which a gaming challenge plays out toward the benefit of an advertiser. The vehicle to implement this is the company’s Winfinite platform – a proprietary in-game prizing and promotions engine that allows game publishers and developers to offer in-game prizing across various platforms including mobile, console, PC games, and streaming media. Brands pay to place products in-game via WINFINITE, and gamers compete for those prizes.

While this is a clear factor, it has been incorporated into a trading tape characterized by a pretty dominant offer, which hasn’t been the type of action VRSSF shareholders really want to see. In total, over the past five days, shares of the stock have dropped by roughly -14% on above average trading volume. All in all, not a particularly friendly tape, but one that may ultimately present some new opportunities.

Versus Systems Inc (OTCMKTS:VRSSF) has been seeing huge gains on the top-line, with recent performance data adding up to 99% sequential q/q growth.



Telaria Inc (NYSE:TLRA) recently announced its partnership with She Runs It, formerly Advertising Women of New York, to elevate women at all stages in their career in the technology and advertising industries.

According to recently released data from She Runs It, just 29 percent of corporate or executive positions at advertising, media and technology companies are held by women, underscoring the need for initiatives to bridge this gap. At Telaria, women currently comprise 40 percent of the company’s executive team and 45 percent of leadership roles at the director level and above, exceeding industry standards.

Telaria Inc (NYSE:TLRA) frames itself as a company that provides a software platform for publishers to manage and monetize video advertising in the United States.

The stock has pulled back aggressively in recent days along with many other software high-flyers and is now testing a range support level that is likely on a lot of radars. At 6x sales, the company’s Q3 guidance was a bit underwhelming (in-line revenue and EBITDA just below estimates). Guidance appears to be conservative given the tremendous CTV tailwind.

The company offers publishers with real-time analytics, data, and decisioning tools to control their video advertising business, as well as a monetization solution to optimize yield across a publisher’s supply of digital video inventory. Its technology enables publishers to manage and deliver their directly sold and programmatic video inventory through a single platform.

“We are proud to partner with She Runs It to ensure there is more equitable representation and inclusion in our industry,” said Jennifer Catto, Chief Marketing Officer at Telaria. “Diversity in backgrounds and ideas is incredibly important — whether you’re developing technology or an advertising campaign. As an executive in an industry that skews predominantly male, my aim is to encourage more women to take a seat at the table and be heard as decision makers and leaders. We employ this belief with our own teams at Telaria and hope to see industry events reflect the changing workplace.”

Telaria Inc (NYSE:TLRA) pulled in sales of $18.2M in its last reported quarterly financials, representing top line growth of 46.5%. In addition, the company is battling some balance sheet hurdles, with cash levels struggling to keep up with current liabilities ($58.2M against $139.2M, respectively).

Published by Alan Masterson

Alan has over 25 years of trading experience in the U.S. equity markets. He began his career in finance working on a program trading desk specializing in over-the-counter stocks. His career progressed from that point to his current position as senior trader on an institutional trading desk. In the evenings, Alan teaches economics at a local community college. He has contributed articles to various publications over the last six years, including feature articles for an economics magazine and various financial blogs. You may contact Alan via his email ([email protected]) or his Google+ page (

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