Improbable vs The Trade Desk
Side-by-side comparison of AI visibility scores, market position, and capabilities
Improbable is a $3B+ valued metaverse technology company that reached profitability in 2024 and $118M revenue in 2025; raised $930M+ total including $270M for its Somnia blockchain project.
About
Improbable is a UK-based technology company building the infrastructure and applications for large-scale virtual worlds, metaverse experiences, and multiplayer simulations. Founded in 2012 by Herman Narula and Rob Whitfield in Cambridge, England, Improbable initially gained prominence through its SpatialOS distributed computing platform, which enabled massively concurrent multiplayer game worlds with thousands of simultaneous users. The company raised $502M from SoftBank Vision Fund in 2017 — one of the largest venture bets on gaming infrastructure at the time — and has since raised a cumulative $930M+ in funding.
$2.45B revenue 2024 (+26% YoY); Q2 2025 $694M (+19% YoY); Q3 2025 guidance $717M+ (+18% YoY); 25.8% DSP market share; 19% US programmatic market; $12B ad spend 2024; 95% client retention
About
The Trade Desk was founded in 2009 by Jeff Green and Dave Pickles, veterans of AdECN (acquired by Microsoft), to build a demand-side platform giving media buyers transparent, data-driven access to programmatic advertising inventory across the open internet. The company operates as a buy-side-only platform — it does not own any media inventory — eliminating the conflict of interest inherent in platforms serving both buyers and sellers. This independence became a core differentiator as advertisers sought platforms they could trust to optimize spend without competing business motives.\n\nThe platform enables media buyers to plan, execute, and measure campaigns across display, video, CTV, audio, native, and DOOH channels in a single interface. Unified ID 2.0 (UID2), an open-source identity framework adopted by hundreds of publishers, provides cookie-free targeting. The Kokai AI system applies machine learning to bidding, audience selection, and creative optimization in real time. The Trade Desk holds approximately 25.8% of the DSP market and 19% of total US programmatic advertising.\n\nThe Trade Desk reported $2.45 billion in revenue for 2024 (+26% YoY) and $694 million in Q2 2025 (+19% YoY). The company trades on Nasdaq as TTD with a market cap exceeding $12 billion. As connected TV advertising accelerates and advertisers shift programmatic budgets from walled gardens to the open internet, The Trade Desk is positioned as the independent operating system for omnichannel programmatic media buying at enterprise scale.
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