The Trade Desk has had a busy year in its collaboration with other companies and its advancing bid to take the company public. It has even hired a new chief marketing officer (CMO) who formerly worked at eBay and who is expected to propel his new company through this turbulent time.
Alongside the official company announcement, analysis of the issue at MediaPost notes that The Trade Desk had, just days ago, filed its preliminary paperwork that will allow it to become a publicly traded company. The official announcement continues with a breakdown of Mark Kirschner, the new CMO, who has held prominent roles at some of the biggest companies in the world.
Kirschner’s most recent stay in his working life was at eBay Enterprise where, as CMO, he generated leads while also handling media relations
to put a solid, consistent face on the products eBay creates. This preceded his stay as CMO at Rakuten, a Japanese company that develops software for business-to-business e-commerce. Kirschner also played a pivotal role in marketing success at MTV, NEC Technologies, Paramount Interactive and Scholastic Internet Group.
It is Kirschner’s success in these roles that has The Trade Desk CEO Jeff Green already confident that he will make a positive impact as CMO:
“As The Trade Desk continues to grow and expand our programmatic inventory into new channels, I am confident Mark’s leadership will stage our clients and the organization for our greatest global successes yet,” Green said. “Mark has achieved many remarkable milestones over his career, and I’m so thrilled he’ll be joining our company to play a big role in leading our journey.”
Part of the new CMO’s role will certainly involve the latest product integration for The Trade Desk, the audio services of Triton Digital. From this point forward, The Trade Desk will now include the functionality of Triton’s a2x audio advertising exchange software. The Trade Desk’s base platform already offers marketers the ability to offer video, television ads, social and email ads, and display ads in an online marketplace. Now it will be able to offer purchases of air time on online radio publishers such as Spotify and CBS.
As The Trade Desk jumps head first into the world of audio-based advertising, it will also have its hands full with handling the public trading of its own stock. If all these ambitions see their full potential, Kirschner will feel the weight of an entire company on his shoulders. Still, the weight should be lighter considering Green’s strong beliefs and Kirschner’s extensive resume, which suggests that he will emerge successful throughout this period of change and through any future changes on tap for his new company.