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4 ways publishers can build more premium ad experiences

According to research from The Trade Desk Intelligence, publishers can help create a seamless user experience by elevating their ad presence with these key steps.

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When publishers invest in quality, audiences notice — they stay longer, engage more deeply, and develop stronger brand affinity. 

Advertisers benefit too: Premium environments lift purchase intent by 40% and drive 30% greater action than lower-quality contexts.1 These findings, drawn from a multipronged study by The Trade Desk Intelligence and PA Consulting, make the case that premium is a strategic advantage across the board. 

For publishers, it shapes how inventory is valued and how brands grow. Our research reveals publishers can help build more premium experiences by focusing on three core pillars: identity, consistency, and environment. 

And there are four levers publishers can pull to help elevate ad experiences and make properties more premium. The video above breaks down the actions publishers can take. 

For a deeper dive into the research, check out the publisher’s guide to premium. 

Unless otherwise specified, all results reflect the proprietary research conducted by PA Consulting and The Trade Desk Intelligence. This information is provided solely for background and is not a representation or guarantee of any future performance.  

Source: 
1. The Value of Premium, PA Consulting and The Trade Desk Intelligence, U.S., U.K., France, June 2025.