The Trade Desk faced its initial revenue miss in over eight years, reporting $741 million in Q4, lower than anticipated. CEO Jeff Green attributed this shortfall to execution errors and less-than-expected buyer engagement with Kokai, their campaign management tool. In response, Green plans a 15-point action strategy to enhance performance. The company aims to boost direct brand relationships through joint business plans, which historically grow significantly faster. Despite challenges, business segments like connected TV and audio remain strong, while organizational recalibrations are anticipated moving forward.
"The reality is that we stumbled into a series of small execution missteps," Green said. "As companies grow and become increasingly complex, they need recalibration to unlock new opportunities."
"Many of [the missteps] involve people mistakes that aren't appropriate to discuss publicly, especially when people are already learning from their mistakes," he added.
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