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Sales and Operational Executive with a demonstrated record of launching international and…
Articles by Philip
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Three tactics for marketers to find their next million customers.
Three tactics for marketers to find their next million customers.
We are at a unique moment in time. For business in general and for marketing.
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Philip Duffield shared thisIf it takes the average traveller 76 days to book a trip, why are so many marketing strategies still built around the final click? The average traveller spends more than two months discovering destinations, comparing options and gathering recommendations before making a decision. During that time, 78% compare multiple brands and 73% are open to trying a new one. The opportunity for marketers isn't simply to be present when consumers are ready to buy, but to help shape decisions long before that moment arrives. The reality is that consumers don't move through a funnel in a straight line. They explore, compare, revisit and seek validation before making a purchase. The brands that win are often the ones that show up consistently throughout that journey, not just at the end of it. That's what stood out to me most from our latest travel research, and it's a lesson that extends far beyond the travel category. Are we investing enough in influencing decisions, or are we still too focused on measuring them? #WeAreTheTradeDesk
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Philip Duffield shared thisFantastic opportunity in the Netherlands to work with Daniel Lach and continue to build out The Trade Desk.Philip Duffield shared thisThe Trade Desk continues to grow in the Netherlands 🇳🇱 We're hiring an Associate Account Director to join the team. This is an exciting opportunity to partner with leading agencies and brands in the Dutch market, helping to scale and grow existing client partnerships while delivering long-term success. Interested? We'd love to hear from you. If you know someone who could be a great fit, please share with your network. #TheTradeDesk #Netherlands #Hiring https://lnkd.in/eiuuVWeZ
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Philip Duffield shared thisWhat if the biggest opportunity in programmatic today isn’t more supply, but a better path to it? In a market like the Netherlands, where premium publishers and advertisers are leading the way, the question isn’t access but how that access happens. That’s why I’m particularly excited about our first ever partnership in the Netherlands, bringing OpenPath to the region with Massarius. This is an important milestone as we expand The Trade Desk presence in the Dutch market. Together, we’re creating more direct connections to premium local inventory, helping advertisers make more informed decisions while supporting a more competitive and transparent open internet. For us, this step forward reflects a broader shift toward a more efficient, transparent, and competitive open internet in the Netherlands, where both advertisers and publishers can unlock more value. A big thank you to the Massarius team and Bert Jan ten Kate for the collaboration. If you're a Dutch advertiser looking to drive better outcomes with greater transparency and control, let’s connect. #WeAreTheTradeDesk https://lnkd.in/et2cqAMFThe Trade Desk introduceert OpenPath in Nederland met MassariusThe Trade Desk introduceert OpenPath in Nederland met Massarius
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Philip Duffield shared thisIn the UK, 60% of people say sport makes them feel part of something bigger. With millions of Brits set to follow the 2026 World Cup, fandom now extends far beyond matchday. Live sport is powerful because it’s unpredictable. A single moment can shift the mood of an entire nation. The brands that win are those built to respond in real time, on the screens where fans are actually watching. Our data shows sports attention now flows across the open internet and connected channels. 83% say connected channels are essential to fandom. That’s where The Trade Desk comes in, helping brands reconnect fragmented attention across premium digital touchpoints without interrupting the moment. Because the World Cup isn’t just watched. It’s lived, before, during and long after the final whistle.
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Philip Duffield shared thisWe’re excited to see Stagwell join The Trade Desk in bringing agentic AI into media planning and buying. This is about using AI to reduce complexity, so marketers can focus on outcomes, strategy and creativity, with transparency and control built in. Stagwell’s adoption is a strong signal that the industry is ready for AI that works with people and supports a more open, accountable internet. More in Campaign UK #WeAreTheTradeDesk https://lnkd.in/e4qzAX-VStagwell backs The Trade Desk's addition of AI agents to media planning and buyingStagwell backs The Trade Desk's addition of AI agents to media planning and buying
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Philip Duffield shared thisGreat to see progress on one of the biggest unresolved challenges in today’s video ecosystem: getting frequency right in a world where streaming now accounts for nearly half of viewing time. As Anders Mortensen noted, once viewing fragments across linear and CTV, the risk isn’t under‑delivery, it’s over‑exposure, wasted spend and diminishing returns. Solving that takes more than optimisation at the edges; it requires collaboration, data integrity and transparency across the ecosystem. What’s encouraging here is the direction of travel. Bringing together premium publishers, privacy‑safe data and independent programmatic signals, as highlighted by Omnicom Media, moves the industry closer to true cross‑screen accountability. Frequency should work for brands, driving incremental reach and recall, not against them. At The Trade Desk, we believe this is where the industry needs to go next: better decisioning over more data, and smarter coordination over more complexity. The future of video performance depends on it.Philip Duffield shared thisAs reported today by Ad Age, Omnicom Media has launched a first-to-market capability that cracks the code on one of the most persistent challenges in today’s video landscape: frequency management. With streaming now representing nearly half of total viewing time, fragmentation has made holistic frequency management extraordinarily complex. While other mass market tools have frequency capabilities, the lack of streaming partner and event level data has created a blind spot for investment that has prevented the level of reliable cross-screen frequency management needed to prevent negative reach – which occurs when exposure surpasses the optimal threshold and begins to generate frustration rather than recall. Built in collaboration with VideoAmp and powered by an unprecedented combination of first-party streaming data, The Trade Desk’s programmatic signals and Acxiom audiences, this latest enhancement to Omni’s Video Content Cross-Screen Planner enables a more accurate, holistic view of exposure across linear and CTV - helping marketers reduce duplication, limit overexposure and unlock true incremental reach. We want to thank our launch partners, including Amazon, AMC Networks, The Walt Disney Company, Fox Corporation, NBCUniversal, Roku, Samsung Electronics, Paramount, and more to be announced in the next few weeks for enabling the industry’s most accurate view of frequency within and across linear and CTV streaming environments. In a fragmented ecosystem where nearly half of viewing now happens in streaming, getting frequency right has never been more critical. By bringing together partners, data and technology in a privacy-safe way, we’re enabling smarter, more accountable investment strategies - ensuring frequency works for brands, not against them. Get the full story here: https://lnkd.in/e-8r8qiH
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Philip Duffield shared thisWe are hiring in the Netherlands, working with the wonderful Daniel Lach. If anyone in my network knows any superstars let me know.Philip Duffield shared thisWe’re growing our team at The Trade Desk in the Netherlands 🇳🇱 I’m excited to share that we’re hiring a Business Development Executive to help accelerate our growth and win new business across agencies and brands. This is a high-impact, commercial role at the heart of our go-to-market - opening doors and turning opportunities into long-term partnerships. If you know the digital advertising space, enjoy building meaningful client relationships, and want to make your mark in a fast-scaling team, this could be a great opportunity. Feel free to reach out or share this with someone in your network who might be a great fit.
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Philip Duffield shared thisTHG today announced their retail data partnership with The Trade Desk, which offers brands and agencies access for the first time to Cult Beauty and LOOKFANTASTIC data on a self-serve basis. It's an exciting partnership that combines THG's rich first-party beauty and wellness data with scaled programmatic activation, unlocking smarter audiences, greater reach and enhanced performance measurement. Read more here: https://lnkd.in/e5v8aju7THG Beauty Media partners with The Trade Desk to pioneer a new approach to retail media on the open internetTHG Beauty Media partners with The Trade Desk to pioneer a new approach to retail media on the open internet
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Philip Duffield shared thisAI in marketing has felt like a giant experiment with lots of hype, but very little clarity. However, that’s changing as we officially enter the era of Agentic AI where the focus moves toward tangible, practical impact, driven by a demand for transparency. AI shouldn't be a "black box." The future of advertising is about agency, where price discovery improves, data becomes more tangible, and marketers stay in the driver's seat. Read more in The Drum: https://lnkd.in/eV78pDJsFrom guesswork to intelligence: how AI Is reshaping marketingFrom guesswork to intelligence: how AI Is reshaping marketing
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Philip Duffield liked thisI am starting to think the market has become somewhat desensitised. The same playbook has been used times and times again. This is why you should demand transparency and objectivity from your partners. These values were at the core of The Trade Desk business at its inception and still are.Philip Duffield liked thisThe Federal Trade Commission has sued Amazon over what it calls deceptive and unfair advertising practices. Joined by attorneys general from 22 states, the lawsuit alleges Amazon overcharged about 1.2 million advertisers by manipulating ad-auction rules, generating more than $20 billion from these practices since 2019. The complaint centers on Amazon’s ad auction system and says the company moved away from a second-price auction model in 2018, a common approach in ad tech where the highest bidder wins but pays only slightly more than the second-highest bid. “Amazon has millions of advertising customers who were misled into paying significantly higher prices,” said FTC chairman Andrew N. Ferguson in a statement. “These higher costs were largely passed on to American consumers. The FTC under President Trump won’t allow this deception to continue.”FTC Claims Amazon Pocketed Over $20 Billion By 'Manipulating' Its Ad AuctionsFTC Claims Amazon Pocketed Over $20 Billion By 'Manipulating' Its Ad Auctions
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Philip Duffield liked thisPhilip Duffield liked thisAs August comes to an end, the summer vacation season is wrapping up here in the Nordics, the kids are back at school, and many of us are getting back into the rhythm of everyday life. And there’s plenty to come back to! This week, The Trade Desk launched Zuma, the latest evolution of Kokai. What excites me most isn’t simply more AI or new features - it’s what they enable: better decisions, more value from every media dollar, and a clearer understanding of marketing’s real business impact. That last part is worth repeating: a clearer understanding of marketing’s real business impact. With Koa Assistant, smarter audience building, AI-driven optimisation and better ways to measure incrementality, Zuma brings AI, data and measurement together in a powerful way. And with AI-driven optimisations already delivering a 32% improvement in CPAs at scale, the potential is exciting. At the end of the day, marketers don’t need more data. They need more clarity and better outcomes. Looking forward to seeing what our clients and partners will do with Zuma! 🚀 #TheTradeDesk #Zuma #Kokai #AdTech #AI #DigitalAdvertising
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Philip Duffield liked thisPhilip Duffield liked thisA bit of news from me. I’m taking on the CEO role at Purpl. When I left TTD at the start of year, I didn’t have a perfectly mapped out plan for what came next. I knew I wanted to spend my time doing interesting, meaningful work, and have more choice over what that looked like. Moving into ADHD coaching and helping organisations better understand neurodiversity was a big part of that, as well as getting involved with Purpl. What started as helping out became a bigger role, and the more involved I’ve become, the more excited I’ve got about the impact we can make. Purpl has a brilliant mission, a growing community and a huge opportunity to make a genuine difference to disabled people. As part of the change, Georgina is moving into the role of Founder & Chief Brand Officer, focusing on the things she does brilliantly - our community, our mission, our brand and being the face and voice of Purpl. Seth is moving back into a founder/advisory role, with a particular focus on product strategy, where he started his journey with Purpl. I’m hugely grateful for everything he’s done to help build Purpl and support George on this journey, and very glad we’ll continue to have his experience available to us. Purpl won’t be the only thing I’m doing - I’ll continue to invest in NeuroWork Partners and Brilliantly Different alongside my role at Purpl, albeit at a reduced volume. I really value that work and the different people, organisations and challenges I get to engage with. As John Lennon so eloquently put, “Life is what happens to you while you’re busy making other plans.” Very excited to get started.
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Philip Duffield liked thisPhilip Duffield liked thisMeta just settled the case I wrote about last week. Agreeing to pay around $17 billion (reports range from $16.7bn to $18bn, paid to 29 states over the next ten years), and settled eight days into trial. No admission of wrongdoing. No verdict. That's not proof of the allegations. Meta still denies them, and it should be read that way. But it reinforces the argument I made: the cost was never going to be the research findings themself. It was avoiding what came next. During testimony this week, Instagram's Adam Mosseri was asked about a lawyer telling staff to limit the safety data shown to him. According to Engadget, he said it was "news to me", and that he wasn't "trying to encourage my team to hide anything." That's exactly the governance gap I flagged: who gets to see an uncomfortable finding, and who decides what is shown to whom. You don't need a guilty verdict to prove the liability was real. A multi-billion pre-verdict settlement says plenty on its own. #MarketingMeasurement #ConsumerInsight #ResearchEthics #DataGovernance #OnlineSafety #MediaMeasurement
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Philip Duffield liked thisPhilip Duffield liked thisLooking forward to returning to Cologne and DMEXCO 26. As always, the perfect time and place to be working with Clients & Partners on how we continue to drive 2026 and build out the plan and strategy for 2027. See you there!
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Philip Duffield liked thisPhilip Duffield liked thisProud to share that I've joined the judging panel for the M&M Global Awards 2026, run by Festival of Media. This year's awards celebrate the best in global media strategy and campaign work, benchmarking excellence across the industry. I'm looking forward to reviewing entries from teams pushing the boundaries of media thinking and rewarding the work that truly moves the needle for brands and audiences. Huge congratulations to all the finalists who made this year's shortlist. The standard of work is exceptional, and it's a genuine privilege to see the calibre of thinking happening across global media right now. Wishing everyone the best of luck ahead of the results. #MMGlobalAwards #FestivalOfMedia #Awards
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Philip Duffield liked thisPhilip Duffield liked thisGreat to sit down with Jack and The Media Leader UK to talk all things #NetflixAds in EMEA! We’ve come a long way since we launched less than 4 years ago, with our Ads business becoming a meaningful growth driver for the company 🚀 Jack and I got to discuss how we’re bringing Arts + Science together, marrying our premium CTV experience with sophisticated tech to unlock outcomes through the funnel for our advertisers. This is what makes me incredibly confident in our readiness for the opportunities ahead - including nine new EMEA markets in 2027. 💪🌍 Thanks for the great discussion, Jack! Listen to the conversation here 👉 http://ms.spr.ly/6042vhEpjHow Netflix’s ads business is becoming a meaningful growth driver – with EMEA ads VP Damien BernetHow Netflix’s ads business is becoming a meaningful growth driver – with EMEA ads VP Damien Bernet
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Philip Duffield liked thisPhilip Duffield liked thisWe spend a lot of time asking where our ads appear. Maybe we should be asking a harder question: What does our advertising actually fund? Australia’s under-16 social media ban is putting some of the world’s biggest platforms under a level of scrutiny we haven’t seen before. And I think it raises an interesting question for our industry. Brand safety has traditionally been about adjacency — protecting a brand from appearing next to content it doesn’t want to be associated with. But what happens when the concern isn’t the content next to the ad, but the business model underneath it? Where do you draw the line?The brand safety problem your blocklist can’t answerThe brand safety problem your blocklist can’t answer
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Philip Duffield liked thisPhilip Duffield liked thisI knew this goodbye was coming. It still wasn't easy. ❤️ I just landed back in Dubai after spending the last two weeks as a family in Montreal helping Luma set up her dorm, get settled, and prepare for university life before she starts on the 31st. And then came the part I wasn't looking forward to: saying goodbye. 😔 I won't see her again until the Christmas break. It will be the longest we've ever been apart, and walking away knowing that definitely felt strange. But underneath the emotion is a lot of pride. Proud of the young woman she's become. Proud that she's ready to take this next step on her own. And excited for everything she's about to experience. I still remember my university years as some of the best years of my life. The friendships, the independence, the mistakes, the late nights, the learning inside and outside the classroom. 😅 So my advice to her was pretty simple: work hard, make good decisions, meet lots of people, try new things... but most importantly, have fun. We've spent 18 years preparing her to become independent. Turns out, I wasn't quite as prepared for that independence myself. ❤️ Good luck Luma. Go enjoy every minute of it. And yes... Dad will be counting the days until Christmas. 🎄 #Fatherhood #UniversityLife #NewBeginnings #Family #ProudDad #LifeMoments
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Gideon Adey
Essential reading for all in #OOH - Euan Mackay, CEO at Route Research Ltd. writing in The Media Leader UK on using granular data to better measure the ROI of #OOH. Route Research Ltd. has worked with Anna Sampson and John Perella and various stakeholder groups across the #OOH and data modelling communities to set out a framework - and have created Best Practice Guidelines to help analysts navigate OOH audience data more effectively when building econometric and mixed-media models. https://lnkd.in/dUXXFP6f
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Ben Foster
Omnichannel isn’t a buzzword; it’s programmatic growing up. I am sure our friends at Quantcast, Adlook, StackAdapt, Blis, Azerion, MiQ would agree or maybe not! In her article for Performance Marketing World, Simi Gill, lifts the lid on the shift from siloed tactics to a connected approach that scales performance. https://lnkd.in/e7E7iYCf
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Simon Steer
I spent a fascinating afternoon at the Microsoft Advertising Growth Forum in London this week. Some great presentations and in-depth discussions on how AI can enable growth for Independent agencies such as Accord Marketing. How AI can be a "Bridge not a barrier", how it can accelerate differentiation and help to deliver exceptional service at scale. Thanks to Tina Aird, Lucy Spain, Kamal Manchanda and James Murray for the thought-provoking content.
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