Simplifying a complex technology story ahead of IPO

The Trade Desk

Impact

Clarified a complex ad-tech story for diverse audiences
Aligned internal teams around a shared brand narrative
Provided a compelling story for IPO shortly after the brand launch

Role: Contributed to research, positioning, and top-line messaging; helped shape creative direction and wrote brand guidelines.

The Trade Desk is a leader in programmatic advertising technology, but its story was difficult for many audiences to understand. As the company prepared for its IPO, leadership needed a clearer, more accessible narrative.

Portfolio includes engagements completed during Jill Stephens’ tenure at Baker Brand Communications.