The Trade Desk Appoints Will Platt-Higgins as Executive Vice President of Business Development, North America

April 07, 2025 at 16:05 PM EDT

Global advertising technology leader The Trade Desk today announced the appointment of Will Platt-Higgins as Executive Vice President (EVP) of Business Development for North America. In this role, Platt-Higgins is responsible for leading business development strategy across North America, aligning the company’s revenue growth objectives with the evolving needs of brand marketers and agencies. Based in New York, Platt-Higgins reports to Jed Dederick, Chief Revenue Officer.

A respected industry leader, Platt-Higgins has over three decades of experience in global advertising and brand strategy. During his 12 years at Meta, he led its global client and agency partnerships business, developing commercial growth strategies and expanding partnerships with the world’s top agencies and brand. Before Meta, Platt-Higgins led Procter & Gamble’s multi-billion-dollar global hair and air-care businesses at WPP’s GREY Group, helping to drive growth across the portfolio of brands.

“Will brings extensive industry leadership to The Trade Desk at a time when agencies and brands are leaning into the power of programmatic more than ever,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “I’m thrilled to have Will join our team as our clients look to apply data to get the most out of every advertising dollar and show the impact on actual business growth and differentiation.”

“The Trade Desk is leading the future of advertising because it combines relentless customer focus with unmatched innovation,” said Platt-Higgins. “As media buying and creative strategies evolve to reflect our dynamic media consumption, agency and brand partners are turning to us for one reason – results. Our platform empowers smarter, evidence-based decisions through objective, transparent technology that drives real business outcomes. I’m thrilled to join a team that’s not only keeping up with change—but defining it.”

Platt-Higgins serves on the Board of Directors at The Ronald McDonald House, NY, The GaleWill Center for Opportunity & Progress, and the Board of Curriculum Advisors at FIT/ISCOM (SUNY). He is also a frequent contributor to industry thought leadership and keynote speaker on digital transformation. He holds a bachelor’s degree in psychology from the University of Bristol.

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, Twitter, LinkedIn and YouTube.