The Trade Desk, a global advertising technology leader, has appointed Will Platt-Higgins as Executive Vice President of Business Development for North America. In this strategic role, Platt-Higgins will lead the company’s business development efforts, helping to align revenue strategies with the evolving needs of brand marketers and agencies across the region. Operating out of New York, he reports directly to Chief Revenue Officer Jed Dederick.

A Strategic Leadership Move

• Objective-Driven Leadership

  • The appointment reflects The Trade Desk’s commitment to accelerating growth by strengthening partnerships with brands and agencies.

  • As programmatic advertising gains momentum, the company is sharpening its focus on client-centric business expansion.

• Leadership Oversight

  • Platt-Higgins will oversee regional business development strategy.

  • His role is critical in advancing The Trade Desk’s revenue goals in a dynamic, data-driven advertising ecosystem.

Will Platt-Higgins: A Veteran in Global Advertising

• Industry Experience

  • Over 30 years of experience in advertising, brand strategy, and business development.

  • Known for cultivating long-term partnerships with top agencies and global brands.

• Tenure at Meta

  • Led Meta’s global client and agency partnerships for 12 years.

  • Played a pivotal role in driving commercial growth and expanding agency relations.

• Previous Role at WPP’s GREY Group

  • Managed Procter & Gamble’s global hair and air-care business units.

  • Helped lead brand portfolio growth through innovative marketing strategies.

Vision for the Future of Programmatic Advertising

• Driving Real Business Outcomes

  • Emphasizing data-driven, evidence-based media buying.

  • The Trade Desk platform offers transparent, objective tools for marketers to measure and maximize advertising impact.

• Leadership Statements

  • Jed Dederick, CRO, The Trade Desk:
    “Will joins at a pivotal moment as brands increasingly rely on data to drive advertising ROI. His leadership will be key to our clients’ success.”

  • Will Platt-Higgins:
    “The Trade Desk is leading the future of advertising through unmatched innovation and a relentless focus on customer success. I’m excited to help define that future.”

Broader Contributions and Industry Impact

• Industry and Social Contributions

  • Board member at:

    • The Ronald McDonald House, NY

    • The GaleWill Center for Opportunity & Progress

    • Board of Curriculum Advisors, FIT/ISCOM (SUNY)

• Thought Leadership

  • Frequently contributes to conversations around digital transformation and advertising strategy.

  • Regular keynote speaker at major industry events.

• Academic Background

  • Holds a bachelor's degree in psychology from the University of Bristol.

The appointment of Will Platt-Higgins signals The Trade Desk’s intent to deepen relationships with agencies and brands while reinforcing its leadership in programmatic advertising. His extensive experience and strategic insight will play a vital role in shaping the future of digital advertising, helping clients achieve measurable business outcomes in an ever-evolving media landscape.