{"id":10818,"date":"2025-03-16T10:48:55","date_gmt":"2025-03-16T09:48:55","guid":{"rendered":"https:\/\/insajder.si\/?p=10818"},"modified":"2025-03-16T10:48:55","modified_gmt":"2025-03-16T09:48:55","slug":"the-trade-desk-velikan-digitalnega-oglasevanja","status":"publish","type":"post","link":"https:\/\/insajder.si\/en\/the-trade-desk-velikan-digitalnega-oglasevanja\/","title":{"rendered":"The Trade Desk: Velikan digitalnega ogla\u0161evanja"},"content":{"rendered":"\n<h2 class=\"cvGsUA direction-ltr align-start para-style-body\"><span class=\"OYPEnA font-feature-liga-off font-feature-clig-off font-feature-calt-off text-decoration-none text-strikethrough-none\">The Trade Desk, Inc. (TTD)<\/span><\/h2>\n<p data-start=\"95\" data-end=\"494\">The Trade Desk (NASDAQ: TTD) je vodilna platforma na zahtevo (<strong data-start=\"157\" data-end=\"187\">demand-side platform \u2013 DSP<\/strong>) v industriji programati\u010dnega ogla\u0161evanja. Podjetje ogla\u0161evalcem in agencijam omogo\u010da nakup digitalnega oglasnega prostora na ve\u010d kanalih, vklju\u010dno s povezanimi televizijami (<strong data-start=\"363\" data-end=\"385\">Connected TV \u2013 CTV<\/strong>), prikaznim ogla\u0161evanjem, videom, avdiom, mobilnimi napravami in digitalnimi oglasi na prostem (<strong data-start=\"482\" data-end=\"490\">DOOH<\/strong>).<\/p>\n<p data-start=\"496\" data-end=\"917\">Kljub impresivni 26-odstotni rasti prihodkov v letu 2024 je delnica The Trade Desk po objavi rezultatov za \u010detrto \u010detrtletje 2024 mo\u010dno padla. Ta \u010dlanek ponuja podatkovno podprto analizo poslovnega modela, tr\u017ene prilo\u017enosti, finan\u010dnih rezultatov, mo\u017enosti rasti in razlogov za nedavni padec vrednosti delnice podjetja, pri \u010demer uporablja izklju\u010dno podatke iz letnega poro\u010dila 10-K in poro\u010dila o \u010detrtletnih rezultatih.<\/p>\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_2108354010\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"603\" src=\"https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/TTD-1024x605.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/TTD-1024x605.png 1024w, https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/TTD-300x177.png 300w, https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/TTD-768x454.png 768w, https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/TTD.png 1354w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_2108354010 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\n<p>\u00a0<\/p>\n<h2 data-start=\"919\" data-end=\"953\"><strong data-start=\"922\" data-end=\"951\">Kaj po\u010dne The Trade Desk?<\/strong><\/h2>\n<p data-start=\"954\" data-end=\"1109\">The Trade Desk ponuja samopostre\u017eno platformo, ki jo poganja umetna inteligenca in omogo\u010da ogla\u0161evalcem upravljanje ogla\u0161evalskih kampanj v realnem \u010dasu.<\/p>\n<h3 data-start=\"1111\" data-end=\"1138\"><strong data-start=\"1115\" data-end=\"1136\">Klju\u010dne prednosti<\/strong><\/h3>\n<ul data-start=\"1139\" data-end=\"1680\">\n<li data-start=\"1139\" data-end=\"1321\"><strong data-start=\"1141\" data-end=\"1176\">Osredoto\u010denost na nakupno stran<\/strong> \u2013 Za razliko od konkurentov, kot je Google, The Trade Desk sodeluje izklju\u010dno z ogla\u0161evalci in agencijami ter se izogiba navzkri\u017eju interesov.<\/li>\n<li data-start=\"1322\" data-end=\"1440\"><strong data-start=\"1324\" data-end=\"1349\">Unified ID 2.0 (UID2)<\/strong> \u2013 Alternativa pi\u0161kotkom tretjih oseb, ki omogo\u010da zasebnosti prijazno ciljno ogla\u0161evanje.<\/li>\n<li data-start=\"1441\" data-end=\"1564\"><strong data-start=\"1443\" data-end=\"1491\">Umetna inteligenca in strojno u\u010denje (Kokai)<\/strong> \u2013 Naslednja generacija umetne inteligence za optimizacijo ogla\u0161evanja.<\/li>\n<li data-start=\"1565\" data-end=\"1680\"><strong data-start=\"1567\" data-end=\"1590\">Globalna prisotnost<\/strong> \u2013 Podjetje deluje v 35 pisarnah po Severni Ameriki, Evropi in azijsko-pacifi\u0161ki regiji.<\/li>\n<\/ul>\n<p data-start=\"1682\" data-end=\"1813\">The Trade Desk ustvarja prihodke prek platformne provizije, ki obi\u010dajno predstavlja dolo\u010den odstotek celotne ogla\u0161evalske porabe.<\/p>\n<h2 data-start=\"1815\" data-end=\"1853\"><strong data-start=\"1818\" data-end=\"1851\">Celotni naslovljivi trg (TAM)<\/strong><\/h2>\n<p data-start=\"1854\" data-end=\"1948\">The Trade Desk deluje na globalnem trgu digitalnega ogla\u0161evanja, ki se \u0161e naprej hitro \u0161iri.<\/p>\n<ul data-start=\"1950\" data-end=\"2289\">\n<li data-start=\"1950\" data-end=\"2020\"><strong data-start=\"1952\" data-end=\"2000\">Celotni trg ogla\u0161evanja na odprtem internetu<\/strong>: 935 milijard USD<\/li>\n<li data-start=\"2021\" data-end=\"2289\"><strong data-start=\"2023\" data-end=\"2048\">Raz\u010dlenitev segmentov<\/strong>:\n<ul data-start=\"2054\" data-end=\"2289\">\n<li data-start=\"2054\" data-end=\"2095\">Iskalno ogla\u0161evanje: 300 milijard USD<\/li>\n<li data-start=\"2098\" data-end=\"2153\">Ogla\u0161evanje na dru\u017ebenih omre\u017ejih: 200 milijard USD<\/li>\n<li data-start=\"2156\" data-end=\"2222\">Tradicionalni mediji (TV, radio, tisk, itd.): 300 milijard USD<\/li>\n<li data-start=\"2225\" data-end=\"2289\">Video, avdio, prikazno in DOOH ogla\u0161evanje: 135 milijard USD<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"2291\" data-end=\"2471\">Podjetje The Trade Desk je v letu 2024 poro\u010dalo o 12,04 milijarde USD ogla\u0161evalske porabe na svoji platformi, kar ka\u017ee, da ima \u0161e vedno veliko mo\u017enosti za \u0161iritev tr\u017enega dele\u017ea.<\/p>\n<h2 data-start=\"2473\" data-end=\"2526\"><strong data-start=\"2476\" data-end=\"2524\">Finan\u010dni rezultati: Primerjava 2023 vs. 2024<\/strong><\/h2>\n<h3 data-start=\"2528\" data-end=\"2572\"><strong data-start=\"2532\" data-end=\"2570\">Primerjava izkaza poslovnega izida<\/strong><\/h3>\n<div class=\"overflow-x-auto contain-inline-size\">\n<table data-start=\"2573\" data-end=\"3033\">\n<thead data-start=\"2573\" data-end=\"2653\">\n<tr data-start=\"2573\" data-end=\"2653\">\n<th data-start=\"2573\" data-end=\"2595\">Kazalnik<\/th>\n<th data-start=\"2595\" data-end=\"2618\">Leto 2023 (mlrd USD)<\/th>\n<th data-start=\"2618\" data-end=\"2641\">Leto 2024 (mlrd USD)<\/th>\n<th data-start=\"2641\" data-end=\"2653\">Rast (%)<\/th>\n<\/tr>\n<\/thead>\n<tbody data-start=\"2731\" data-end=\"3033\">\n<tr data-start=\"2731\" data-end=\"2806\">\n<td>Prihodki<\/td>\n<td>1,95<\/td>\n<td>2,45<\/td>\n<td>26<\/td>\n<\/tr>\n<tr data-start=\"2807\" data-end=\"2882\">\n<td>Skupna ogla\u0161evalska poraba<\/td>\n<td>9,61<\/td>\n<td>12,04<\/td>\n<td>25<\/td>\n<\/tr>\n<tr data-start=\"2883\" data-end=\"2958\">\n<td>Prilagojeni EBITDA<\/td>\n<td>0,77<\/td>\n<td>1,01<\/td>\n<td>31<\/td>\n<\/tr>\n<tr data-start=\"2959\" data-end=\"3033\">\n<td>Prilagojeni \u010disti dobi\u010dek<\/td>\n<td>0,63<\/td>\n<td>0,83<\/td>\n<td>32<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p data-start=\"3035\" data-end=\"3512\">Prihodki so se pove\u010dali za 26 odstotkov, kar je posledica rasti povezanega televizijskega ogla\u0161evanja, optimizacij z umetno inteligenco in vse \u0161ir\u0161e uporabe UID2. Skupna ogla\u0161evalska poraba na platformi The Trade Desk se je pove\u010dala za 25 odstotkov, kar odra\u017ea ve\u010dje povpra\u0161evanje ogla\u0161evalcev. EBITDA mar\u017ee ostajajo mo\u010dne, kar ka\u017ee na dobro operativno u\u010dinkovitost. Stopnja zadr\u017eanja strank presega 95 odstotkov, kar poudarja, kako nepogre\u0161ljiva je platforma za ogla\u0161evalce.<\/p>\n<h3 data-start=\"3514\" data-end=\"3549\"><strong data-start=\"3518\" data-end=\"3547\">Primerjava bilance stanja<\/strong><\/h3>\n<div class=\"overflow-x-auto contain-inline-size\">\n<table data-start=\"3550\" data-end=\"3999\">\n<thead data-start=\"3550\" data-end=\"3630\">\n<tr data-start=\"3550\" data-end=\"3630\">\n<th data-start=\"3550\" data-end=\"3572\">Kazalnik<\/th>\n<th data-start=\"3572\" data-end=\"3595\">Leto 2023 (mlrd USD)<\/th>\n<th data-start=\"3595\" data-end=\"3618\">Leto 2024 (mlrd USD)<\/th>\n<th data-start=\"3618\" data-end=\"3630\">Rast (%)<\/th>\n<\/tr>\n<\/thead>\n<tbody data-start=\"3708\" data-end=\"3999\">\n<tr data-start=\"3708\" data-end=\"3783\">\n<td>Skupna sredstva<\/td>\n<td>4,89<\/td>\n<td>6,11<\/td>\n<td>25<\/td>\n<\/tr>\n<tr data-start=\"3784\" data-end=\"3859\">\n<td>Skupne obveznosti<\/td>\n<td>2,72<\/td>\n<td>3,16<\/td>\n<td>16<\/td>\n<\/tr>\n<tr data-start=\"3860\" data-end=\"3936\">\n<td>Kapital delni\u010darjev<\/td>\n<td>2,16<\/td>\n<td>2,95<\/td>\n<td>36<\/td>\n<\/tr>\n<tr data-start=\"3937\" data-end=\"3999\">\n<td>Denarna sredstva in kratkoro\u010dne nalo\u017ebe<\/td>\n<td>1,62<\/td>\n<td>1,92<\/td>\n<td>19<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p data-start=\"4001\" data-end=\"4363\">Skupna sredstva so dosegla 6,11 milijarde USD, kar predstavlja 25-odstotno medletno rast. Obveznosti so rasle po\u010dasneje (16 odstotkov), medtem ko se je kapital delni\u010darjev pove\u010dal za 36 odstotkov, kar ka\u017ee na u\u010dinkovito upravljanje kapitala. The Trade Desk ima 1,92 milijarde USD v gotovini in nalo\u017ebah, kar podjetju zagotavlja veliko finan\u010dno prilagodljivost.<\/p>\n<h2 data-start=\"4365\" data-end=\"4393\"><strong data-start=\"4368\" data-end=\"4391\">Globalna prisotnost<\/strong><\/h2>\n<p data-start=\"4394\" data-end=\"4500\">The Trade Desk deluje na ve\u010d globalnih trgih, pri \u010demer Severna Amerika ostaja najmo\u010dnej\u0161i regijski trg:<\/p>\n<ul data-start=\"4502\" data-end=\"4814\">\n<li data-start=\"4502\" data-end=\"4589\"><strong data-start=\"4504\" data-end=\"4523\">Severna Amerika<\/strong> \u2013 88 odstotkov celotne ogla\u0161evalske porabe izvira iz te regije.<\/li>\n<li data-start=\"4590\" data-end=\"4699\"><strong data-start=\"4592\" data-end=\"4634\">Evropa, Bli\u017enji vzhod in Afrika (EMEA)<\/strong> \u2013 Pisarne v Londonu, Parizu, Berlinu, Dubaju in drugih mestih.<\/li>\n<li data-start=\"4700\" data-end=\"4814\"><strong data-start=\"4702\" data-end=\"4737\">Azijsko-pacifi\u0161ka regija (APAC)<\/strong> \u2013 Prisotnost v Tokiu, \u0160anghaju, Sydneyju, Indiji in drugih klju\u010dnih trgih.<\/li>\n<\/ul>\n<p data-start=\"4816\" data-end=\"4964\">Ker 60 odstotkov svetovne ogla\u0161evalske porabe prihaja izven Severne Amerike, \u0161iritev v EMEA in APAC predstavlja pomembno gonilo rasti za podjetje.<\/p>\n<h2 data-start=\"4966\" data-end=\"5024\"><strong data-start=\"4969\" data-end=\"5022\">Zakaj je cena delnice po objavi rezultatov padla?<\/strong><\/h2>\n<p data-start=\"5025\" data-end=\"5146\">Kljub mo\u010dnim finan\u010dnim rezultatom je delnica The Trade Desk po objavi rezultatov za \u010detrto \u010detrtletje 2024 mo\u010dno padla.<\/p>\n<h3 data-start=\"5148\" data-end=\"5181\"><strong data-start=\"5152\" data-end=\"5179\">Glavni razlogi za padec<\/strong><\/h3>\n<ul data-start=\"5182\" data-end=\"5622\">\n<li data-start=\"5182\" data-end=\"5277\"><strong data-start=\"5184\" data-end=\"5212\">\u0160ibka napoved za Q1 2025<\/strong> \u2013 Vodstvo je opozorilo na mehkej\u0161e ogla\u0161evalsko povpra\u0161evanje.<\/li>\n<li data-start=\"5278\" data-end=\"5376\"><strong data-start=\"5280\" data-end=\"5309\">Makroekonomska negotovost<\/strong> \u2013 Upad gospodarske rasti lahko vpliva na ogla\u0161evalske prora\u010dune.<\/li>\n<li data-start=\"5377\" data-end=\"5494\"><strong data-start=\"5379\" data-end=\"5401\">Visoka vrednotenja<\/strong> \u2013 Tudi po padcu delnica The Trade Desk \u0161e vedno kotira pri razmerju cena\/dobi\u010dek okoli 55.<\/li>\n<li data-start=\"5495\" data-end=\"5622\"><strong data-start=\"5497\" data-end=\"5520\">Pove\u010dana konkurenca<\/strong> \u2013 Amazon, Google in drugi tehnolo\u0161ki velikani pospe\u0161ujejo svoje programati\u010dne ogla\u0161evalske re\u0161itve.<\/li>\n<\/ul>\n<h3 data-start=\"5624\" data-end=\"5666\"><strong data-start=\"5628\" data-end=\"5664\">Je padec cene delnice upravi\u010den?<\/strong><\/h3>\n<ul data-start=\"5667\" data-end=\"5857\">\n<li data-start=\"5667\" data-end=\"5752\"><strong data-start=\"5669\" data-end=\"5685\">Kratkoro\u010dno:<\/strong> Da, saj je vodstvo napovedalo previdno rast prihodkov v Q1 2025.<\/li>\n<li data-start=\"5753\" data-end=\"5857\"><strong data-start=\"5755\" data-end=\"5770\">Dolgoro\u010dno:<\/strong> Ne, saj temeljni dejavniki ostajajo mo\u010dni, digitalno ogla\u0161evanje pa \u0161e naprej raste.<\/li>\n<\/ul>\n<h2 data-start=\"5859\" data-end=\"5877\"><strong data-start=\"5862\" data-end=\"5875\">Zaklju\u010dek<\/strong><\/h2>\n<p data-start=\"5878\" data-end=\"5975\">Kljub kratkoro\u010dnim nihanjem ostaja The Trade Desk vodilni igralec v programati\u010dnem ogla\u0161evanju.<\/p>\n<h3 data-start=\"5977\" data-end=\"6005\"><strong data-start=\"5981\" data-end=\"6003\">Klju\u010dne ugotovitve<\/strong><\/h3>\n<ul data-start=\"6006\" data-end=\"6277\">\n<li data-start=\"6006\" data-end=\"6114\">Mo\u010dna rast prihodkov in dobi\u010dka, prihodki so se pove\u010dali za 26 odstotkov, \u010disti dobi\u010dek za 32 odstotkov.<\/li>\n<li data-start=\"6115\" data-end=\"6196\">Ogromen celotni naslovljivi trg, s stopnjo zadr\u017eanja strank nad 95 odstotkov.<\/li>\n<li data-start=\"6197\" data-end=\"6277\">Napredne AI-re\u0161itve in \u0161iritev na mednarodne trge omogo\u010dajo dolgoro\u010dno rast.<\/li>\n<\/ul>\n\n  \n    <div class=\"row large-columns-4 medium-columns-3 small-columns-2\" >\n  <div class=\"gallery-col col\" >\n          <div class=\"col-inner\">\n            <a class=\"image-lightbox lightbox-gallery\" href=\"https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd1-1024x567.png\" title=\"\">            <div class=\"box has-hover gallery-box box-overlay dark\">\n              <div class=\"box-image\" >\n                <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"166\" src=\"https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd1-300x166.png\" class=\"attachment-medium size-medium\" alt=\"\" ids=\"10822,10823,10826,10824,10827\" srcset=\"https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd1-300x166.png 300w, https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd1-1024x567.png 1024w, https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd1-768x425.png 768w, https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd1.png 1405w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>                                  <div class=\"overlay fill\"\n                      style=\"background-color: rgba(0,0,0,.15)\">\n                  <\/div>\n                                                              <\/div>\n              <div class=\"box-text text-left\" >\n                 <p><\/p>\n              <\/div>\n            <\/div>\n            <\/a>          <\/div>\n         <\/div><div class=\"gallery-col col\" >\n          <div class=\"col-inner\">\n            <a class=\"image-lightbox lightbox-gallery\" href=\"https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd2-1024x568.png\" title=\"\">            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https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd3.png 1395w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>                                  <div class=\"overlay fill\"\n                      style=\"background-color: rgba(0,0,0,.15)\">\n                  <\/div>\n                                                              <\/div>\n              <div class=\"box-text text-left\" >\n                 <p><\/p>\n              <\/div>\n            <\/div>\n            <\/a>          <\/div>\n         <\/div><div class=\"gallery-col col\" >\n          <div class=\"col-inner\">\n            <a class=\"image-lightbox lightbox-gallery\" href=\"https:\/\/insajder.si\/wp-content\/uploads\/2025\/03\/ttd4-1024x561.png\" title=\"\">            <div class=\"box has-hover gallery-box box-overlay dark\">\n              <div class=\"box-image\" >\n                <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"164\" 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