TradeDesk ‘next big thing in media’ tips Munro Partners’ Nick Griffin

TradeDesk will ‘enable the trading of ads and eyeballs’ in the fightback against Google and Facebook.

Unlike the previous era, no single media company could own the industry, but TradeDesk could, says Nick Griffin, founding partner and chief investment officer of Munro Partners. Picture: Aaron Francis

Nick Griffin at Munro Partners has tipped TradeDesk as the next big thing in media, at the Sohn Hearts & Minds Conference in Sydney on Friday.

The company trades advertising and programming inventory and is set to be a major winner in the streaming wars that are now gripping the media industry.

Griffin said the major driver is the digitisation of broadcast media that is shifting audiences and business models to streaming services.

Giants such as Disney are in the process of junking their previous model of supplying movies and TV shows to media companies, to creating its own streaming service offered direct to consumers from this month.

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Once that same process happens in broadcast television - such that Channel Nine is streamed rather than broadcast - advertisers would be able to target ads to viewers in the same way they are already done on Facebook and Google or viewing newspaper websites.

“Programmatic advertising means that the ad I see will be different to the ad you see, even for the same program,” Griffin said.

Sohn Hearts & Minds 2019 graphic

TradeDesk, founded by Jeff Green, will enable the trading of those ads and eyeballs to the traditional media as they fightback against Google and Facebook, which have been the most successful in addressing the market to date.

Unlike the previous era, no single media company could own the industry, but TradeDesk could.

Mr Griffin said the company would benefit from a double growth dynamic with the programmatic advertising market growing at 5-10 per cent and TradeDesk growing its share of the market from 10 per cent to 20 per cent.