The Trade Desk helps advertisers plan and run digital advertising across websites, mobile apps, streaming TV, online video and audio, and digital billboards.

Advertisers could choose from thousands of audience segments to target, but had little information about which ones would perform best. They often relied on audience size and broad details like demographics and interests, making it difficult to know which audiences were worth investing in.

Seeds is a predictive audience-building tool that uses an advertiser’s existing customer data to find new, high-value customers. The initiative was designed to reduce guesswork and help traders make more confident, data-informed audience decisions.

Key contributions:

• Lead designer across Seed creation, management, and activation
• Cross-functional alignment around key platform touchpoints
• Audience recommendation and activation experience
• Iterative design across three product phases