Intuit SMB audiences arrive on The Trade Desk DSP

Intuit announced on November 24, 2025, that its SMB MediaLabs audiences are now accessible through The Trade Desk platform, providing advertisers with direct access to first-party small and mid-market business audience segments. The integration marks the latest demand-side platform to partner directly with Intuit's advertising network, which launched in 2023 to address persistent challenges in reaching business decision-makers with verified, deterministic data.

According to the announcement, advertisers can now activate Intuit's SMB insights to reach small and mid-market businesses through The Trade Desk's programmatic advertising infrastructure. The partnership facilitates access to aggregated, de-identified insights from the Intuit platform, which includes QuickBooks, TurboTax, Credit Karma, and Mailchimp. Small businesses constitute 99% of companies in the United States, according to a July 2024 report from the U.S. Small Business Administration, making this audience segment valuable despite historically fragmented and outdated third-party data limiting accurate targeting.

"This partnership marks a fundamental shift in how B2B marketers will be able to engage small and mid-market businesses," said Christopher Moneta, Director of SMB MediaLabs at Intuit. "For too long, the industry has struggled with accuracy and relevance in targeting the SMB audience—a critical gap we are now closing." Moneta emphasized that combining Intuit's deterministic SMB insights with The Trade Desk's execution capabilities establishes a new standard for delivering relevant advertising to decision-makers while enabling SMBs to discover products and solutions they need.

The Trade Desk becomes the first demand-side platform where Intuit's first-party SMB data will be discoverable for advertisers, providing efficient campaign management capabilities and improved cross-channel measurement. Available through SMB MediaLabs self-service offerings as an endpoint on the LiveRamp Data Marketplace, the integration significantly expands Intuit's reach across connected TV, audio, display, and digital out-of-home channels.

"As the first media-buying platform to bring Intuit's SMB MediaLabs audiences to market discoverably, we're giving advertisers direct access to one of the most trusted sources of small business intelligence," said Matthew Fantazier, VP of Data Partnerships at The Trade Desk. The partnership enables brands to connect messages to verified decision-makers with improved precision, transparency, and scale through The Trade Desk's programmatic infrastructure.

The integration addresses a critical challenge facing B2B marketers. Small business advertising has historically relied on fragmented or outdated third-party data, resulting in wasted ad spend for brands and irrelevant experiences for small business owners. Intuit's network spans millions of SMBs using its financial technology platform, providing advertisers with access to unique, verified audience segments based on actual business usage patterns rather than probabilistic modeling.

Advertisers utilizing the integration will continue to abide by Intuit's Advertising Guidelines, according to the announcement. These standards ensure campaigns deliver value to Intuit's SMB customers while adhering to privacy-conscious practices. The technical implementation operates through aggregated, de-identified insights that enable targeting without exposing individual business information.

The partnership arrives as The Trade Desk maintains its position as a leading independent programmatic advertising platform. The company reported $739 million in third quarter revenue on November 6, 2025, surpassing analyst expectations despite competitive pressures. Connected television maintained its position as the platform's fastest-growing channel, with video advertising representing approximately 50% of total business.

The Trade Desk joined the S&P 500 index in July 2025, becoming the first independent advertising technology company to achieve this status in approximately 20 years. The inclusion reflected sustained financial performance including $2.4 billion in 2024 revenue and $12 billion in platform spend, demonstrating the scale of advertiser investment flowing through its demand-side platform.

The platform has undergone significant development throughout 2025, introducing multiple enhancements to its Kokai programmatic buying system. Deal Desk launched in June 2025, providing comprehensive tools for managing strategic partnerships in digital advertising. OpenAds arrived in October 2025 as an auction platform designed to maintain transparency in programmatic advertising transactions.

For small business advertisers, the integration reflects broader industry trends toward accessible advertising solutions. Magnite acquired streamr.ai in September 2025 to simplify CTV advertising for SMBs through AI-powered creative generation. Reddit launched a WooCommerce integration in November 2025, providing millions of small-to-medium-sized e-commerce merchants streamlined access to its advertising platform.

The B2B advertising landscape has experienced substantial development around first-party data solutions. Bombora launched curated ecosystem audiences in October 2025, partnering with Crunchbase, Definitive Healthcare, G2, and HG Insights to provide B2B advertisers with specialized audience segments. Adobe released AI agents in October 2025 targeting B2B sales and marketing workflows, designed to streamline complex purchasing cycles through automated audience building.

The importance of first-party data continues to grow as traditional targeting methods face limitations. Adobe launched a data collaboration tool in February 2025 enabling advertisers and publishers to work together using first-party data as the industry moves away from third-party cookies. Industry analysis has emphasized that first-party data becomes crucial for business growth as privacy regulations tighten and third-party data sources become less viable.

Retail media networks have also emerged as significant sources of first-party data for advertisers. Research from Omdia projects retail media networks will exceed $300 billion by 2030, representing approximately 20% of total global advertising revenue. These networks leverage customer transaction data and purchase behavior to enable precise targeting and attribution measurement.

The technical architecture supporting Intuit's SMB MediaLabs operates through LiveRamp Data Marketplace, which provides data collaboration infrastructure for connecting advertiser and publisher first-party data. LiveRamp's clean room technology enables privacy-preserving data analysis by allowing aggregated insights without exposing individual-level information. This approach aligns with increasing privacy requirements while maintaining targeting effectiveness.

Intuit launched SMB MediaLabs in 2023 as what the company describes as a first-of-its-kind advertising network powered by unmatched first-party business data. The platform allows advertisers to create targeted campaigns with the potential to reach millions of small and mid-market businesses. According to the announcement, access to this audience has proven to be a game changer for marketers seeking to connect with decision-makers and drive measurable business outcomes.

The integration expands distribution for Intuit's SMB audience data beyond direct partnerships to include broader programmatic access through The Trade Desk's platform. This distribution model enables more advertisers to leverage Intuit's business intelligence without requiring direct integration relationships. The Trade Desk's existing relationships with agencies and advertisers provide Intuit with immediate access to significant advertising budgets allocated through programmatic channels.

Campaign management through The Trade Desk's platform provides advertisers with unified reporting and optimization tools across multiple channels and inventory sources. Connected TV, audio, display, and digital out-of-home campaigns can incorporate Intuit's SMB audience segments alongside other targeting parameters. This omnichannel approach enables advertisers to reach business decision-makers across multiple touchpoints throughout their daily routines.

The partnership timing aligns with fourth quarter advertising activity when marketing budgets typically peak. Small business advertising represents a substantial market opportunity, with business owners and decision-makers controlling significant spending across software, services, financial products, and professional tools. Precise targeting of this audience enables more efficient budget allocation compared to broad demographic targeting that includes both business and consumer audiences.

Privacy considerations remain central to the technical implementation. Both companies emphasize compliance with data protection regulations while maintaining targeting effectiveness. The platform architecture incorporates privacy-preserving technologies that enable audience targeting without compromising individual business privacy. Aggregation and de-identification processes ensure that campaign activation does not expose specific business information to advertisers.

The broader advertising technology ecosystem has demonstrated sustained interest in B2B audience solutions. MNTN partnered with ZoomInfo in July 2025 to bring B2B advertising to connected TV, providing access to 100 million decision-makers within ZoomInfo's platform. These partnerships reflect growing recognition that B2B audiences require specialized data sources and targeting capabilities distinct from consumer advertising approaches.

Timeline

• 2023: Intuit launches SMB MediaLabs advertising network for small and mid-market business audiences
• February 2025: Adobe launches data collaboration tool for privacy-first advertising with first-party data
• June 2025: The Trade Desk launches Deal Desk to manage advertising partnerships
• July 2025: The Trade Desk joins S&P 500 as first independent ad tech company in approximately 20 years
• July 2025: MNTN partners with ZoomInfo for B2B advertising on connected TV
• September 2025: Magnite acquires streamr.ai to simplify CTV advertising for small businesses
• October 2025: The Trade Desk launches OpenAds auction platform for transparency
• October 2025: Bombora launches curated ecosystem audiences with premier B2B partners
• November 6, 2025: The Trade Desk reports $739 million Q3 revenue beating forecasts
• November 12, 2025: Reddit launches WooCommerce integration for small business advertisers
• November 24, 2025: Intuit announces SMB MediaLabs audiences now available on The Trade Desk platform

Summary

Who: Intuit Inc., the global financial technology platform that makes TurboTax, Credit Karma, QuickBooks, and Mailchimp, announced the integration with The Trade Desk, a leading programmatic advertising platform. Christopher Moneta serves as Director of SMB MediaLabs at Intuit, while Matthew Fantazier is VP of Data Partnerships at The Trade Desk.

What: Intuit's SMB MediaLabs audiences became available on The Trade Desk platform, providing advertisers with access to first-party small and mid-market business audience segments. The integration enables programmatic access to aggregated, de-identified insights from millions of SMBs using Intuit's financial technology products. The Trade Desk becomes the first demand-side platform where this first-party SMB data will be discoverable for advertisers, offering efficient campaign management and improved cross-channel measurement.

When: The announcement was made on November 24, 2025, at 8:30am EST. Intuit launched SMB MediaLabs in 2023, while The Trade Desk integration represents the latest expansion of distribution for these audience segments.

Where: The partnership operates through The Trade Desk platform, enabling advertisers to access Intuit's SMB audiences across connected TV, audio, display, and digital out-of-home channels. The integration is available through SMB MediaLabs self-service offerings as an endpoint on the LiveRamp Data Marketplace. Intuit is headquartered in Mountain View, California, while The Trade Desk is based in Ventura, California.

Why: Small businesses make up 99% of companies in the United States according to a July 2024 U.S. Small Business Administration report, representing a high-value market segment that has historically been difficult for advertisers to reach accurately. Campaigns often relied on fragmented or outdated third-party data, resulting in wasted ad spend and irrelevant experiences. The integration addresses this challenge by providing advertisers with verified, deterministic SMB insights through The Trade Desk's programmatic infrastructure, enabling more efficient connections with decision-makers while delivering relevant advertising that helps small businesses discover needed products and services.