What The Trade Desk's investment strategy means for ad tech. June 05, 2026 The Trade Desk's venture arm, TD7, is making targeted bets on the next generation of advertising technology, most recently co-investing in AI-powered data activation platform Hightouch. TD7's global head of corporate development, Michael Guptan, emphasized that investments are strategic signals and not vendor mandates, keeping The Trade Desk's platform decisions fully independent. TD7 held an early stake in Sincera, which The Trade Desk later acquired, and has also backed custom bidding company Chalice.

Equifax and The Trade Desk unlock financial audiences for advertisers in Australia. Equifax Australia and The Trade Desk, a global advertising technology leader, have announced a new data partnership that enables advertisers to activate premium, finance-based audience segments from Equifax directly within The Trade Desk platform. Reach high-value audiences at scale with Equifax data on The Trade Desk SYDNEY, AUSTRALIA - 3 June 2026 - Equifax Australia and The Trade Desk, a global advertising technology leader, have announced a new data partnership that enables advertisers to activate premium, finance-based audience segments from Equifax directly within The Trade Desk platform. Through this partnership, brands can gain access to sophisticated targeting and insights covering more than 15 million consumers and 8.7 million unique households across Australia. By leveraging these unique geodemographic and financial audiences, global media agencies, enterprise and premium brands, retail media buyers and advertisers can reach high-value audiences across premium digital environments, including popular entertainment streaming platforms. Equifax is making pre-defined audience segments available in The Trade Desk platform, enabling precision targeting based on: * Consumer Purchase Intent: Consumers likely to be in-market for specific products, including mortgages, credit cards, personal loans, auto loans, and telco.* * Lifestyles and personas: Sophisticated geodemographic personas that can help brands align their audience segments with actionable insights. * Household Characteristics: Attributes such as affluence levels, household income, and intent to move. * Geodemographics: Including age band, education, and marital status. "Australian brands are increasingly looking for localised, accurate data that moves beyond basic demographics to better reflect the actual financial realities of households today," said Christian Williams, Head of Consumer Portfolio and Insights at Equifax. "In an environment where consumers are facing rising cost-of-living conditions, it is vital for brands to understand these nuances to gain meaningful cut-through." "Our partnership with The Trade Desk supports our strategy to continue to make our rich data and insights available where brands want and need them most. By partnering with one of the world's leading demand-side platforms, we are helping customers reach new audiences in a more targeted way, bridging the gap between abstract audience data and tangible campaign outcomes and ultimately, assisting with their budgets going further." "Effective advertising starts with data grounded in how consumers live and spend. Equifax brings that credibility. By making their financial audiences available directly on The Trade Desk, we're enabling brands to connect with the right audiences in a more meaningful and privacy-conscious way across premium digital environments on the open internet." said James Luty, Senior Director, Data Partnerships, The Trade Desk. The partnership also offers bespoke audience capabilities, where Equifax can build tailored segments for specific brand requirements. Australian advertisers can now find and request access to Equifax digital audiences today within The Trade Desk platform via the Marketplace interface. *Only available by request. Eligibility criteria applies. ABOUT EQUIFAX INC. At Equifax (NYSE: EFX), Equifax Pty Ltd., a wholly owned subsidiary of Equifax Inc. believe knowledge drives progress. As a global data, analytics, and technology company, Equifax Pty Ltd., a wholly owned subsidiary of Equifax Inc. play an essential role in the global economy by helping financial institutions, companies, employers, and government agencies make critical decisions with greater confidence. Its unique blend of differentiated data, analytics, and cloud technology drives insights to power decisions to move people forward. Headquartered in Atlanta and supported by nearly 15,000 employees worldwide, Equifax operates or has investments in 24 countries in North America, Central and South America, Europe, and the Asia Pacific region. For more information, visit www.equifax.com.au or follow the company's news on LinkedIn. DISCLAIMER Purpose of Equifax media releases: The information in this release does not constitute legal, accounting or other professional financial advice. The information may change, and Equifax does not guarantee its currency or accuracy. To the extent permitted by law, Equifax specifically excludes all liability or responsibility for any loss or damage arising out of reliance on information in this release and the data in this report, including any consequential or indirect loss, loss of profit, loss of revenue or loss of business opportunity. 3rd Jun 2026 Equifax Australia and The Trade Desk, a global advertising technology leader, have announced a new data partnership that enables advertisers to activate premium, finance-based audience segments from Equifax directly within The Trade Desk platform. 20th May 2026 One-third of First Home Buyers are casting the net wider geographically to enter the market

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.