Case Study: The Trade Desk Achieves Organizational Alignment Around Buyer Personas

As The Trade Desk prepared to implement buyer personas across the organization, it experienced a disconnect between its internal messaging and buyer needs. While it historically targeted agencies broadly in its marketing, there was no distinction about which positions to target — and it also wanted to market directly to corporations. It needed to focus more on buyers than users and understand the difference between them, which buyer roles to target, and who made media purchasing decisions. The Trade Desk’s product marketing team made the case for revamping its persona approach, aligned the organization around customer needs, and improved messaging and operations across teams.