"The Trade Desk operates the largest independent ad-buying platform on the open internet. On Monday, the company unveiled Audience Unlimited, a major upgrade to how advertisers access and apply third-party data on its platform. The new approach aims to push data from a nice-to-have to the default setting -- removing cost surprises, reducing guesswork, and tightening the connection between data and campaign outcomes."
"Samantha Jacobson, The Trade Desk's chief strategy officer, framed the goal simply: "Audience Unlimited is going to transform the way marketers think about the value and cost of third-party data. ... the complexity of the data marketplace to date has made the deployment of data somewhat anemic." The message to advertisers is clear: Use more high-quality data, get better performance, and stop worrying about unpredictable add-on fees."
"Pricing is explicit. In Control Mode (details below), advertisers who use Audience Unlimited will pay tiered rates of 3.3% and 4.4% of impression costs. In Performance Mode, Audience Unlimited is included at no additional cost. Importantly, a la carte pricing remains available for teams that prefer to keep their existing workflows. Predictable, transparent pricing should encourage broader data adoption, which --"
The Trade Desk introduced Audience Unlimited to overhaul how advertisers access and apply third-party audience data. The approach replaces a la carte segment fees with an inclusive, predictable structure and layers AI-scored audience selection across thousands of curated segments from hundreds of data providers. Advertisers can use more high-quality data without selecting single segments, reducing cost surprises and guesswork while tightening the connection between data and campaign outcomes. Pricing offers Control Mode with tiered rates of 3.3% and 4.4% of impression costs, and Performance Mode that includes Audience Unlimited at no extra cost. A la carte pricing remains available.
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