The Trade Desk reported over 50% year-over-year growth in CTV revenue across EMEA and APAC regions, signaling strong international momentum despite the U.S. market accounting for 83% of total revenue. The company faces increasing competition in programmatic CTV from vendors like Magnite and PubMatic, both of which are also expanding their agentic buying capabilities in international markets.
The 50% surge in international CTV revenue indicates that programmatic advertising is maturing rapidly outside the U.S., providing a necessary hedge against domestic market saturation. However, the rise of agentic buying from competitors like Magnite and PubMatic in Europe suggests that TTD no longer holds a clear technological monopoly in high-end automation. As global streamers increasingly rely on these programmatic channels to scale, the battle for international market share will likely compress margins for pure-play demand-side platforms. Watch for TTD's next earnings report to see if international contributions can offset the recent 47.4% decline in share price relative to the S&P 500.
The growth in European markets aligns with broader European advertising expenditure trends, where digital video continues to capture significant budget shifts. This shift is further supported by CTV advertising market power moving toward buyers as inventory volumes continue to surge globally, while YouTube connected TV growth is simultaneously driving stronger business effects for advertisers. Meanwhile, CTV ad spend growth is projected to capture over half of the total TV market within the next few years, even as AI agents advertising impact forces a broader industry pivot. Recent Smart TV advertising expansion into EMEA further highlights the competitive landscape for programmatic inventory, which is also seeing Netflix programmatic pause ads gain traction in those same regions. As these platforms evolve, programmatic data enrichment remains a critical hurdle for advertisers seeking reliable audience targeting, especially as European CTV ad views continue to climb.
The Trade Desk saw its CTV revenue climb over 50% year-over-year in EMEA and APAC during the second quarter. This growth is significant as it provides a hedge against domestic market saturation, though increased competition from rivals like Magnite and PubMatic suggests the company's technological dominance is being challenged internationally.
The Trade Desk reported that its CTV revenue surged by more than 50% year-over-year in both the EMEA and APAC regions during the second quarter.
The U.S. market currently generates 83% of The Trade Desk's total company revenue.
Magnite and PubMatic are challenging The Trade Desk's dominance by launching agentic buying campaigns in markets like France and Spain.
The Trade Desk has seen growth of over 100% year-to-date in the Chinese market.
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