The Trade Desk Powers Open Internet Growth with DramaBox Short Drama Partnership

The Trade Desk (Nasdaq: TTD) has become the first demand-side platform partner for vertical short drama platform DramaBox, enabling programmatic access to short drama inventory globally.

Rhea-AI Summary

The Trade Desk (Nasdaq: TTD) has become the first demand-side platform partner for vertical short drama platform DramaBox, enabling programmatic access to short drama inventory globally. The partnership is live and allows advertisers to include short drama alongside CTV and mobile within a single omnichannel programmatic workflow. Market data cited estimates a $3 billion short drama app market in 2025 and 250 million monthly active users across top apps.

Argus Apr 27 session

-3.46% close to close Open Argus

Details

News Market Reaction – TTD

On Apr 27, the first trading day after this news, TTD closed 3.46% below the previous close.

Data tracked by StockTitan Argus for the Apr 27 session.

Key Figures

Global short drama revenue 2025: $3 billion Top apps reach: 250 million US short drama business: $1.3 billion +5 more

Global short drama revenue 2025

$3 billion

Expected 2025 global short drama app market revenue

Top apps reach

250 million

Monthly active users across top 20 short drama apps

US short drama business

$1.3 billion

US short drama business size cited from Business Insider

Price change

5.97%

TTD 24h price change prior to this news

52-week range

$19.74 – $91.45

TTD 52-week low and high before this article

Market cap

$10,633,611,535

TTD market capitalization prior to this news

Volume today

20,852,564

Shares traded vs 20-day average of 17,902,870

Price vs 52-week high

-73.77%

Distance from 52-week high before the partnership news

Previous Partnership Reports

3 past events · Latest: Jan 07

Same Type 3 events

1. Jan 07

   Strategic partnership

   24h Move

   -4.1%

   Ezoic partnership to connect independent publishers with TTD advertisers via OpenPath.

2. May 01

   Platform integration deal

   24h Move

   +3.2%

   VerticalScope integrating OpenPass/OpenPath for authenticated access and premium ad demand.

3. Apr 30

   Data-driven TV pact

   24h Move

   -1.9%

   Roku partnership to enhance data-driven TV streaming planning, buying and measurement.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

demand-side platform, programmatically, connected tv (ctv), monthly active users, +2 more

6 terms

demand-side platform technical

"it has become the first-ever demand-side platform (DSP) partner for vertical short drama"

A demand-side platform is an automated tool advertisers use to buy digital ad space across many websites and apps in real time, combining audience data, budgets and bidding rules to decide where and when ads appear. It matters to investors because DSPs make ad spending more efficient and measurable—improving targeting, lowering wasted spend and enabling faster scaling—so businesses that operate or rely on them can show stronger revenue efficiency and more predictable marketing returns.

programmatically technical

"enabling advertisers to programmatically incorporate this fast-growing open internet content"

Programmatically means doing a task automatically using computer instructions or software rather than by hand. For investors this matters because actions executed programmatically—such as trades, data collection, or report generation—happen faster, more consistently, and at larger scale than manual work, which can lower costs, reduce human error, and change how quickly markets react, but also introduce risks tied to software bugs or flawed rules.

connected tv (ctv) technical

"complementing long-form content such as connected TV (CTV)."

Connected TV (CTV) is a television set that uses an internet connection to stream video apps and services instead of or alongside traditional broadcast or cable signals. For investors it matters because CTV shifts where viewers spend time and how ads are bought and measured, creating new revenue opportunities and competitive pressures for media companies much like a smartphone changed where people spend their attention and advertisers place their money.

monthly active users technical

"the top 20 apps collectively reach 250 million monthly active users"

Monthly active users are the number of unique individuals who engage with a product or service at least once within a month. This measure helps gauge how many people regularly use or rely on it, similar to counting how many customers visit a store each month. Investors look at this number to assess the popularity, growth, and overall health of a platform or service.

programmatic advertising technical

"We have chosen programmatic advertising—particularly our partnership with The Trade Desk—"

Programmatic advertising is the automated buying and selling of digital ad space using software and data to match ads to specific audiences in real time, like an electronic auction where advertisers bid for attention and publishers sell ad slots. It matters to investors because it shapes how efficiently a company can turn user attention into predictable revenue, affects margins and growth potential, and brings data-privacy and platform-quality risks that can influence future earnings.

open internet technical

"Short drama has become a powerful new growth engine for the global open internet"

The open internet is the idea that all lawful online content, services and sites should be reachable without favoring, blocking or slowing particular sources — like a public highway where every car travels under the same rules. Investors care because rules or breakdowns that let some traffic be prioritized can reshape which companies win or lose, change costs for content delivery and advertising, and alter returns on networks and digital services.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Unlocking New Open Internet Content Environments for Global Advertisers

HONG KONG, April 26, 2026 /PRNewswire/ -- The Trade Desk (Nasdaq: TTD), a global leader in advertising technology, today announced that it has become the first-ever demand-side platform (DSP) partner for vertical short drama platform DramaBox, enabling advertisers to programmatically incorporate this fast-growing open internet content environment into their omnichannel media strategies. The partnership spans markets worldwide, helping global advertisers to achieve more efficient, measurable, and scalable audience reach in an increasingly fragmented attention landscape.

As the open internet continues to evolve, digital content formats are diversifying rapidly. Short drama, first emerging in Asia as a mobile-first content format tailored to fragmented viewing habits, has quickly gained traction worldwide. It is becoming a key part of daily online entertainment, consumed in short, intermittent viewing sessions, and complementing long-form content such as connected TV (CTV). This creates new opportunities for advertisers to build more holistic brand coverage across touchpoints with varying levels of consumer attention.

According to streaming consultancy Owl & Co., the global short drama app market is expected to generate $3 billion in revenue in 2025—nearly three times the 2024 figure—with the U.S. now the largest short drama market outside China^[1]. The analysis further shows that the top 20 apps collectively reach 250 million monthly active users^[1]. Mobile app analytics firm Sensor Tower also reports that Latin America and Southeast Asia account for roughly half of global short drama downloads^[2].

The rapid rise of short drama underscores the dynamism of the open internet and presents new opportunities for advertisers. Through this partnership with DramaBox, The Trade Desk seamlessly integrates short drama into a unified open internet programmatic framework, enabling advertisers to manage and optimize campaigns across CTV, mobile, and other premium content environments within a single platform—enhancing cross-channel consistency and efficiency.

"Short drama has become a powerful new growth engine for the global open internet digital content market," said Wang Hefei, Head of Commercial at DramaBox. "As a leading global platform, DramaBox is committed not only to delivering high-quality short drama content to users worldwide but also to exploring sustainable monetization paths. We have chosen programmatic advertising—particularly our partnership with The Trade Desk—because of its proven global infrastructure and capabilities within the open internet ecosystem. This allows us to explore a monetization approach that is scalable, measurable, and capable of delivering real value to advertisers."

Douglas Choy, General Manager of Inventory Development, North Asia, The Trade Desk, added, "As a new complement to the open internet, short drama—through its short duration and serialized storytelling—not only meets consumers' fragmented viewing needs, but also provides advertisers with a high-value environment combining scale and frequency. When combined with other premium open internet content such as CTV, it further strengthens brand storytelling continuity across environments. Through this partnership with DramaBox, we look forward to helping advertisers allocate budgets more efficiently into this fast-growing content environment and unlock the full value of the open internet across channels."

The partnership between The Trade Desk and DramaBox is now live, with advertising inventory now available to advertisers globally.

Data Sources:

1. Business Insider: These salacious, bite-sized soaps have become a $1.3 billion business in the US, Sep 2025
2. State of Short Drama Apps 2025, Sensor Tower, July 2025

About DramaBox

DramaBox is a vertical short drama entertainment platform serving global users, specializing in bite-sized, high-intensity content tailored to fragmented viewing habits. Through a hybrid content strategy combining translated adaptations and locally original productions, the platform offers a diverse range of short drama genres. Supported by multilingual interfaces and personalized recommendations, it delivers a seamless and immersive viewing experience for users across Asia, South America, North America, Africa, Europe, and Oceania.

About The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, X, LinkedIn and YouTube.

 

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SOURCE The Trade Desk

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did The Trade Desk (TTD) announce about DramaBox on April 27, 2026?

The Trade Desk announced it is the first DSP partner for DramaBox, with global programmatic inventory now live. According to the company, advertisers can now buy short drama inventory within unified CTV and mobile campaigns across markets.

How does the DramaBox partnership affect TTD advertisers' campaign options?

It adds short drama inventory to programmatic offerings, enabling unified cross-channel buys in one platform. According to the company, this supports campaign consistency across CTV, mobile, and other premium open internet environments.

What market size figures were cited for the short drama app market in 2025?

The announcement cites an estimated $3 billion global short drama app market in 2025 and 250 million MAUs for top apps. According to the company, those figures reflect rapid audience growth and advertiser opportunity.

Is the DramaBox inventory available to advertisers worldwide via TTD now?

Yes. The partnership is live and inventory is available globally through The Trade Desk platform. According to the company, advertisers can programmatically access DramaBox short drama placements immediately.

Which regions were highlighted as major short drama download markets in the announcement?

The release highlights Latin America and Southeast Asia as significant download regions, accounting for roughly half of global short drama downloads. According to the company, the U.S. is cited as the largest market outside China.