The Trade Desk expands programmatic ads in Spain with data and CTV deals

The Trade Desk announced an integration with Smartme Analytics that will let Spanish advertisers activate single‑source panel data from the second quarter of 2026. The partnership supplies exclusive, consented audience segments built on a panel that mirrors the Spanish population, enabling real‑time campaign optimisation and targeting of groups such as low‑TV viewers.

At the same time, The Trade Desk was selected by Movistar Plus to manage its premium connected‑TV (CTV) inventory. The agreement gives brands and agencies programmatic access to Movistar Plus’s premium video and streaming content in Spain, with a phased rollout that starts with core inventory and data signals. The first campaign, run by Havas Media for the Fundación "La Caixa", promotes a new immunology centre in Spain and Portugal. Sara Pastor, director general of The Trade Desk for Spain and Portugal, said the partnership “offers brands transparent, measurable access to premium streaming inventory”.