New Australian research finds Premium Media delivers 4.3x greater advertising impact. May 05, 2026 Study highlights gap between low-cost reach and outcomes, with premium media driving stronger impact Sydney, 5 May 2026 - Brands that rely on high-volume, low-cost media environments may be sacrificing advertising effectiveness, according to new research from global advertising technology company, The Trade Desk in partnership with PA Consulting. The Premium Media Payoff report reveals that advertising in premium environments significantly outperforms less premium media, delivering: * 4.3 per cent greater effectiveness in driving purchase consideration * 37 per cent uplift in purchase intent * 22 per cent ncrease in brand trust * 1.5 times more effective in improving positive brand association, including quality, credibility and reliability The findings highlight a growing disconnect in modern marketing. While media investment has historically been optimised for scale and cost efficiency, this approach is increasingly misaligned with how performance is evaluated today. High-volume, low-cost impressions may support short-term delivery metrics, but are less effective at building brand trust, shaping consideration and influencing purchase decisions. As expectations shift toward measurable contribution to business outcomes, marketers are under increasing pressure to deliver both short-term performance and long-term brand value. The research demonstrates that media quality plays a critical role in bridging this gap. Premium media, defined by the combination of strong media brands and high-quality environments, creates a more credible, relevant and consistent consumer experience. The report shows that both factors are central to how consumers define premium, with 64% influenced by the media brand and 73% by the quality of the environment. It also highlights what consumers expect from advertising within these environments: * 83 per cent believe ads should not slow down content * 83 per cent want ads to be clearly labeled as ads * 80 per cent expect ads to fit naturally * 75 per cent prefer ads that are aligned with the content "Where a brand shows up is increasingly as important as what it says," said James Bayes, Vice President, Business Development, The Trade Desk. "Reach will always matter, but not all reach delivers equal value. Focusing on low-cost reach alone shifts the focus to media efficiency, rather than outcomes that drive both performance and long-term brand value. The opportunity is to rebalance investment toward higher-quality environments that build trust, strengthen consideration and deliver stronger commercial outcomes." Methodology The research combined qualitative, quantitative and experimental approaches to assess the impact of premium media on advertising effectiveness in Australia. It included expert interviews across brand, media and marketing, supported by behavioural science-led desk research to define premium media. This was followed by a media analysis comparing premium and non-premium environments across digital, Connected TV and audio, evaluating factors such as user experience, content quality, brand reputation and ad integration. Findings were validated through a quantitative survey of 1,500 Australian consumers using a statistical trade-off technique, alongside experimental testing to measure the impact of media environments on brand perception, trust and consumer behaviour. About The Trade Desk The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimise digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, California, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow The Trade Desk on Facebook, Twitter, LinkedIn and YouTube.

The Trade Desk, Pacvue, and Skai unlock unified activation and measurement across 250+ commerce media partners. April 28, 2026 By eliminating silos across channels, the integration enables advertisers to better connect, measure, and optimize full-funnel campaigns NEW YORK - (BUSINESS WIRE) - The Trade Desk, a leading global advertising technology company, today announced a new integration with Pacvue and Skai that allows mutual clients to use Pacvue and Skai services to streamline enterprise activation of programmatic advertising campaigns alongside retail media investments. The integration enables brands and agencies to manage, automate, and optimize campaigns executed on The Trade Desk within Pacvue's and Skai's enterprise commerce media platforms, helping marketers coordinate campaign workflows, reporting, and performance insights across channels while breaking down operational silos across teams and platforms. As advertisers increasingly adopt full-funnel strategies that span awareness through conversion, managing programmatic and retail media investments across fragmented platforms has become more complex. The integration with the services offered by Pacvue and Skai addresses that challenge by bringing together upper-funnel programmatic channels, such as connected TV (CTV) and digital audio, with lower-funnel commerce media investments, including retail media and search, in a centralized environment. This enables advertisers to better understand and drive true incrementality across the customer journey, rather than relying solely on last-click attribution. "Advertisers today are looking for more seamless ways to connect their media investments and drive measurable outcomes across the entire customer journey," said Matthew Fantazier, VP of Data Partnerships at The Trade Desk. "Our integrations with Pacvue and Skai make it easier for brands to coordinate and activate upper-funnel channels like CTV and digital audio with lower-funnel retail media and search - helping them drive more meaningful business outcomes beyond last-click attribution." Through the integrations with Pacvue and Skai services, advertisers can execute campaigns on The Trade Desk alongside their broader commerce media strategies within Pacvue and Skai, unlocking a more coordinated and efficient approach to full-funnel marketing. "Brands are under increasing pressure to deliver accountable performance across every channel," said Melissa Burdick, President and Co-founder of Pacvue. "As programmatic and commerce media converge, they need a unified way to plan, execute, and measure across the full funnel. Our integration with The Trade Desk enables advertisers to move beyond siloed optimization and drive more coordinated, incremental growth across the customer journey." "Marketers need a holistic view of their media investments to drive growth," said Jeff Cohen, Chief Business Development Officer at Skai. "As the industry shifts to a more agent-driven model, our integration with The Trade Desk helps brands connect upper- and lower-funnel strategies while bringing data into a consistent structure that supports real-time analysis and action across the entire funnel." With the services offered by Pacvue and Skai, brands and agencies can: * Centralize campaign execution by managing programmatic campaigns from The Trade Desk alongside retail media investments within a single platform * Access cross-channel reporting to evaluate performance across awareness, engagement, and conversion in one platform * Optimize budget allocation and pacing with improved visibility across media investments * Apply automation and governance at scale using rule-based controls and workflow tools within Pacvue and Skai * Increase operational efficiency by reducing fragmentation across platforms, teams, and retail media investments As the retail media landscape continues to expand and converge with programmatic advertising, marketers are placing greater emphasis on unified measurement, operational consistency, and scalable activation. The Trade Desk's integrations with the services offered by Pacvue and Skai reflect a shared commitment to helping brands navigate this complexity, better connect upper- and lower-funnel strategies, and work towards maximizing the incremental impact of their media investments. The integration with Pacvue and Skai services are expected to be available to mutual clients in the third quarter of 2026. About The Trade Desk The Trade Desk(TM) is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow The Trade Desk on Facebook, X, and LinkedIn. This content release contains "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. These statements relate to expectations concerning matters that (a) are not historical facts, (b) predict or forecast future events or results, or (c) embody assumptions that may prove to have been inaccurate, including statements relating to industry and market trends and the Company's growth. When words such as "believe," "expect," "anticipate," "will," "outlook" or similar expressions are used, the Company is making forward-looking statements. Although the Company believes that the expectations reflected in such forward-looking statements are reasonable, it cannot give readers any assurance that such expectations will prove correct. These forward-looking statements involve risks, uncertainties and assumptions, which makes it difficult to evaluate the demands and expectations of clients and the ability to attract and retain clients, and the potential that business plans or partnerships may not materialize as anticipated. The actual results may differ materially from those anticipated in the forward-looking statements as a result of numerous factors, many of which are beyond the control of the Company. These are disclosed in the Company's reports filed from time to time with the Securities and Exchange Commission, including its most recent Form 10-K and any subsequent filings on Forms 10-Q or 8-K, available at www.sec.gov. Readers are urged not to place undue reliance on these forward-looking statements, which speak only as of the date of this content release. The Company does not intend to update any forward-looking statement contained in this content release to reflect events or circumstances arising after the date hereof. Contacts. Media Farshad Hash Communications The Trade Desk [email protected]

Wells Fargo has maintained its "Equal Weight" rating on The Trade Desk whilst lowering its price target from $25 to $24. The investment firm reduced its Q2 through Q4 forecasts following a fee issue affecting Publicis ad spending, with other agencies evaluating similar concerns. The adjustment comes despite 48% of covering analysts holding bullish ratings on the stock, with a consensus price target of $30 implying over 35% upside. Wells Fargo noted that March ad budget cuts related to Iran geopolitical concerns appear limited to categories with direct supply chain exposure. The Trade Desk, a cloud-based programmatic advertising platform founded in 2009, recently appointed Drew Vollero to its board of directors to support international growth and shareholder value.