Trust and Transparency in Ad-Tech: The Trade Desk

Note: Conduct 100% independent research to collect essential findings and insights related to "TRUST AND TRANSPARENCY” for The Trade Desk Inc: https://www(dot)thetradedesk(dot)com/us/about-us/our-story.
Seek information extensively from various corresponding sources and academic articles, and include expertise of people in the problem area. Priority is to find evidence that helps you explain how the any potential issues concerning trust and transparency, is worth solving by the client organisation.

PURPOSE
Your document shows your professional market research and problem-scoping capabilities. Once completed, you should be proud to share it with senior executives, including me as your professor of practice. As you conduct your research, think of the underlying opportunities for data collection and how to harness these for business purposes. The assignment also familiarizes everyone with the initial steps of design thinking and lean pedagogy as a shared process for learning in the course.
(A later assignment during the course will look at how problems within "TRUST AND TRANSPARENCY” for The Trade Desk have been identified and explained in depth, to design a solution for the chosen problem, which is seen as intriguing to stakeholders).
GUIDANCE
After initial research, proceed with more in-depth market research and problem scoping to learn as much as possible about particular issues, needs, or challenges, regarding "TRUST AND TRANSPARENCY” for The Trade Desk.
Avoid replicating what is already being done in business; instead, come up with new issues that still need to be addressed. In terms of context, be creative and look for the unexplored.
Evidence of why this problem is worth solving and why doing so may offer high-value opportunities.
Ensure you provide enough context with rigorous references (both academic and professional) including input from experts in the field.
A compelling problem can be solved as an instance or activity where a problem is solved for the target audience in a new and novel fashion while giving the client company an ethical, reliable, unused, and valuable way of conducting business.
BRIEF REGARDING TRUST AND TRANSPARENCY
• Attitudes toward privacy, among both regulators and consumers, are evolving rapidly. There is pressure on the advertising industry to ensure consumer privacy is protected and not compromised. At the same time, premium content has always relied on advertising for monetization. And the more relevant the advertising, the more valuable it becomes, and the more great content can be produced.
• This is as true today for the internet as it was when soap companies started sponsoring daytime TV dramas hoping to reach stay-at-home moms in the 1950s. Technology companies are under pressure to rethink identity technology (such as cookies and other trackers).
• How should TTD engage the industry in a new approach that preserves the value exchange of relevant advertising and gives consumers more control over identity and privacy?
DELIVERABLES INSTRUCTIONS
- Cover with heading and name, brief max 4-pages, with page numbering and subheadings as requested - APA references, unlimited number of complete appendices including relevant and readable tables, graphs, images, etc.
- Font 12, 1.0 spacing, and standard margins.
- You are expected to submit a detailed description of your problem set and data collection opportunity by referring actively to relevant sources to strengthen your problem argument and then responding to the following critical areas of importance
Use these headings:
1. Introduction and Problem Statement: Introduce the paper by leading the reading to the theme, the problem, and critical findings, along with a brief document flow overview.
2. Market Research: Identify and define the problem area based on your research findings regarding currency, relevancy, and societal and business significance (actively referenced, both academically and professionally).
3. Description of Problem and Significance of data collection opportunity: Provide clarity to the underlying issues, the people and organizations dealing with them, and define data collection opportunities when addressing the problem. Make appropriate references to your market research discoveries.
4. Opportunity and Risk Assessment: Describe competing and existing initiatives, regulatory trends, and other factors influencing the opportunity to solve the problem and collect data. What resources are needed to collect data to address the issue, and what risks and potential barriers like technology or regulation have you identified? What impact could a working solution have on people, businesses, industry, and the environment, both positive and negative? The answer could build on digitalization and leveraging data-driven transformation, analytics, artificial intelligence (AI), hybrid, cloud, Internet of Things (IoT), Blockchain, Robotic Process Automation, and other similar exponential technologies.
5. Concluding Discussion: Conclude by arguing, based on your newly gathered research and analyzed intelligence, why solving this problem is worthwhile, especially from a business and data collection perspective. Why is it novel and fresh, despite potential competition / alternative solutions? Finally, list concrete actions for your client to proceed and succeed in building a state-of-the-art solution.
6. Personal Reflection: Discuss critical findings from this assignment for yourself; what was most valuable learning? Discuss how you will continue enhancing your knowledge with potential external people from your network throughout the course.
7. Reference List
8. Appendices