Intuit announced a partnership with The Trade Desk that makes its SMB MediaLabs audience segments available on the demand‑side platform, giving advertisers direct access to first‑party data on millions of U.S. small and mid‑market businesses across display, video, audio, and connected‑TV channels.
SMB MediaLabs, launched in 2023, aggregates Intuit’s proprietary business data and covers 99% of U.S. companies. The integration allows advertisers to target owners and managers with deterministic signals, improving precision and transparency in reaching decision‑makers.
The move is part of Intuit’s broader strategy to monetize its data assets beyond its core financial products. By extending its audience reach through a leading DSP, Intuit creates a new revenue stream while reinforcing its position as a comprehensive platform for small‑business growth and aligning with its AI‑driven product ecosystem.
Matthew Fantazier, VP of Data Partnerships at The Trade Desk, said the partnership “brings one of the most trusted sources of small‑business intelligence to the market, enabling brands to connect with real decision‑makers with greater precision, transparency, and scale.” Christopher Moneta, Director of SMB MediaLabs, added that the collaboration “closes a long‑standing gap in SMB targeting and provides advertisers with a powerful, scalable solution.”
No specific market reaction to the partnership was reported. Analysts had price‑target adjustments around the same time, but those changes were not attributed to this announcement.
The partnership positions Intuit to capture a larger share of the advertising market for small businesses, enhances advertiser capabilities, and signals Intuit’s commitment to data monetization and AI‑driven insights, potentially opening new revenue streams and strengthening its competitive moat.
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