The Trade Desk stock hits 52‑week low as it adds direct CTV pause‑ad supply

The Trade Desk’s shares fell to a new 52‑week low of €14.66, up 3.25% to €15.24 by market close, after a year‑to‑date decline of 53.2% and a 12‑month fall of nearly 79%. The company’s market capitalisation now stands at about €7.27 billion. Analysts note the stock trades roughly 44 % below its 200‑day average and cite concerns over Google’s shift toward generative AI‑driven search results, which could bypass third‑party publishers that supply content and advertising inventory. The Trade Desk’s own effort to replace third‑party cookies with its Unified ID 2.0 faces competition from larger data pools held by Amazon, Meta and Alphabet.

Separately, The Trade Desk announced that its OpenPath direct‑publisher integration now supports connected‑TV (CTV) pause‑ad formats. The new documentation, released after the IAB Tech Lab finalized signaling guidance for six CTV formats, details creative specifications, bid requests and responses for pause ads that appear when viewers pause streaming content. The format supports static PNG or JPG images, with no video or animation, and includes rules for display duration and refresh. By enabling direct supply, OpenPath removes intermediaries from the transaction chain, positioning the company to capture more of the emerging CTV ad market.