Shares of Trade Desk were up 28% in morning action. Shares of streaming-media company Roku Inc. [ROKU, 9.02%]
(ROKU Stock Price | Roku Inc. Cl A Stock Quote (U.S.: Nasdaq) | MarketWatch), which is due to post results after the closing bell, were up more than 7%.
Executives at Trade Desk, which makes programmatic ad technologies for connected television, see that area of the market as particularly compelling right now.
“Not only is the shift from linear to CTV driving significant growth in digital spend as advertisers shift dollars from linear TV to connected TV, but more spend is happening outside the walled gardens as advertisers shift spend from user-generated content to premium streaming content,” Green shared.