The Trade Desk vs Xandr:Which is more popular by branded search?
In August 2026, The Trade Desk had more branded searches than Xandr among programmatic advertising platforms worldwide. The Trade Desk was estimated to have 62K branded searches compared to Xandr’s 2.9K, and held a 45.4% Share of Search versus Xandr’s 2.1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, The Trade Desk or Xandr?
Compare the programmatic advertising platforms brands run campaigns with. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for The Trade Desk, Xandr. The figures are in the table below the chart.
View monthly share of search table
| Month | The Trade Desk | Criteo | Amazon DSP | Xandr | Basis Technologies | MediaMath |
|---|---|---|---|---|---|---|
| Oct 2025 | 33.1% | 33.2% | 26.7% | 2.9% | 3% | 1% |
| Nov 2025 | 35.1% | 35.4% | 23.2% | 3.1% | 2.1% | 1.1% |
| Dec 2025 | 33.4% | 33.3% | 26.7% | 3.6% | 2% | 1% |
| Jan 2026 | 40% | 32.9% | 21.6% | 2.9% | 1.6% | 1% |
| Feb 2026 | 41.8% | 34.1% | 18.3% | 3% | 1.7% | 1.1% |
| Mar 2026 | 45.2% | 30.1% | 19.7% | 2.6% | 1.5% | 0.95% |
| Apr 2026 | 36.2% | 35.3% | 23.1% | 2.5% | 1.8% | 1.1% |
| May 2026 | 39.4% | 30.8% | 24.7% | 2.7% | 1.5% | 0.97% |
| Jun 2026 | 36.8% | 35.3% | 23.1% | 2.5% | 1.4% | 0.91% |
| Jul 2026 | 34.4% | 39.6% | 21.3% | 2.3% | 1.5% | 0.79% |
| Aug 2026 | 45.4% | 30.4% | 19.9% | 2.1% | 1.5% | 0.73% |
| Sep 2026 | — | — | — | — | — | — |
How has the The Trade Desk and Xandr comparison changed over the last 12 months?
3 findings
- The Trade Desk was ahead of Xandr in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, The Trade Desk’s estimated Share of Search among programmatic advertising platforms worldwide moved from 33.1% to 45.4%, and its estimated monthly branded searches moved from 61.3K to 62K.
- Across the 11 months ending August 2026, Xandr’s estimated Share of Search among programmatic advertising platforms worldwide moved from 2.9% to 2.1%, and its estimated monthly branded searches moved from 5.4K to 2.9K.
How did search popularity change for programmatic advertising platforms worldwide in August 2026?
2 changes
In August 2026, The Trade Desk overtook Criteo to take the highest estimated Share of Search among programmatic advertising platforms worldwide, at 45.4%.
Xandr’s estimated Share of Search among programmatic advertising platforms worldwide has lost ground for 3 months in a row, from 2.7% to 2.1% in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using The Trade Desk’s and Xandr’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
The Trade Desk
4 branded search terms
- the trade desk
- the trade desk dsp
- the trade desk programmatic advertising
- thetradedesk.com
Xandr
1 branded search term
- xandr
Put your own brand in this comparison
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