How The Trade Desk Uses G2 to Enhance Market Insights and Competitive Strategy

Understanding your market is crucial to connecting with the right buyers. 

Something The Trade Desk, a leader in the ad-tech space, knows well. 

The Trade Desk provides an omnichannel demand-side platform that delivers  proprietary support across multiple channels, including display, video, OTT/CTV, mobile in-app, audio, digital out-of-home, and retail media.

And at the heart of their success lies their commitment to intentional targeting and frequency management, ensuring ads reach their intended audiences where and when it matters, across the entire customer journey.

The team at The Trade Desk were keeping a pulse on their own market demands through analysts and industry experts, but they realized there was one critical voice missing from their insights – the voice of their customers. 

Enter G2. 

With a proven track record in the industry and a strong desire to capture authentic user feedback, The Trade Desk turned to G2 to heighten their competitive edge and refine their market strategies.

Unlocking Customer Insight

Staying ahead in the highly competitive advertising industry is challenging without granular consumer insights. And the team at The Trade Desk knew that gathering meaningful feedback and understanding the subtleties of customer preferences at a time where privacy concerns and the deprecation of cookies promised to redraw the map of digital marketing was critical.

Sarah Robin, Head of Analyst Relations at The Trade Desk noted that reviews were the perfect way to capture customer feedback. "I think people do tend to feel more comfortable expressing themselves through something like a review site and  we get some feedback that we might miss otherwise," Robin notes, highlighting the importance of nuanced insights in an industry where companies vie for every bit of competitive advantage.

And more than that, the insights gained from G2 are not just about understanding customer satisfaction, but also about gauging product performance, competitor benchmarks, and evolving industry trends. 

Robin shares “I’ve been pleasantly surprised by how much data we’ve been able to pull from G2. The metrics and market insights and comparisons that we’ve been able to gather have been extremely valuable.” 

The integration of G2 into The Trade Desk's strategic arsenal was set to offer a fresh perspective on their offerings and foster an evergreen process of improvement and growth.

Harnessing the Power of G2

To gather these insights The Trade Desk knew they needed to focus on capturing reviews from their customers. They established an internal quarterly incentive program that drove the collection of reviews from clients, incentivizing employees to gather valuable responses that could propel product and service refinements. 

Robin explains, "I created a whole deck explaining why online reviews are important, what they are, who G2 is, and ‘how to ask for a review’ best practices." And the team went to work asking customers to share their feedback about The Trade Desk on G2. 

Since partnering with G2, the Trade Desk has seen an almost 60% increase in the number of reviews they have on G2 and the insights captured through reviews has led to significant strides in product development and customer satisfaction.

"Understanding the power of these reviews was slow at first, and then, really picked up this past year," Robin shared, emphasizing the momentum gained. 

She also notes the granular insights from G2 have been especially impactful, sharing, "Seeing where we're winning, where we might be losing and what customers are saying about us and our competitors helps us refine our competitive strategy”.

And aside from the insights and feedback The Trade Desk has been able to glean from G2, they’re also leveraging the social proof power that G2 reviews provide. 

Beyond the Stars

Robin shares “We’ve  also created G2 reference pages to share with prospects so they can see what other clients are saying about us.” which has streamlined the sales reference program for them. 

Robin continues “We get asked a lot – ‘Hey, can I talk to another client?’ And because that's not always possible and can be kind of a large lift making that connection, I find that having a nice package of relevant reviews available to share has been  really important for us.”

“Utilizing G2 has brought invaluable insights. If you’re not on G2, you’re missing a huge part of the market.”

Sarah Robin
Head of Analyst Relations at The Trade Desk

They also were able to boost their market presence on G2. Just last quarter alone, The Trade Desk was featured in 97 G2 reports and earned 26 leader badges. 

The incorporation of G2 into The Trade Desk's strategic approach showcases the power of leveraging peer-to-peer insights to stay agile and customer-focused in a dynamic industry. The Trade Desk's case is a testament to the value of embracing customer voice to power business growth and maintain market leadership.

“Utilizing G2 has brought invaluable insights,” Robin shares, “and if you’re not on G2, you’re missing a huge part of the market.”