TTD · 10-Q · 2026Q2 · Full report

Operating Expense Trends

Trade Desk, Inc. · 2026-08-06 · Importance 54 · Surprise 40 · No source text

Sales and marketing expense increased 8% to $174.4 million in the second quarter and 10% to $346.6 million for the six months ended June 30, 2026. Six-month sales and marketing personnel costs increased $29 million due to incentive-plan changes, commissionable headcount and gross-spend growth, salary increases, and additional client-support headcount; marketing costs increased $4 million from marketing events. Technology and development expense rose 5% to $140.7 million in the second quarter and 6% to $283.5 million for six months, including $14 million of additional personnel costs and $3 million of third-party costs for AI software tools. General and administrative expense declined 13% to $114.0 million in the second quarter and 10% to $239.3 million for six months, primarily because stock-based compensation fell $20 million and $36 million, respectively, as the CEO Performance Option was fully recognized by the first quarter of 2026.

Key facts

Three months ended June 30, 2026 Sales and marketing expense: $174,404 (in thousands). source
Six months ended June 30, 2026 Sales and marketing expense: $346,583 (in thousands). source
Three months ended June 30, 2026 Technology and development expense: $140,742 (in thousands). source
Three months ended June 30, 2026 General and administrative expense: $114,001 (in thousands). source
Stock-based compensation expense for the three months ended June 30, 2026: $109,556 (in thousands). source
General and administrative expense decreased by $17 million, or 13%, for the three months ended June 30, 2026 compared with the three months ended June 30, 2025. source
Three months ended June 30, 2026 increase in sales and marketing included $11 million in personnel costs and $3 million in marketing costs. source
Six months ended June 30, 2026 sales and marketing increase included $29 million in personnel costs and $4 million in marketing costs. source

Impact estimates

metric	direction	stage	expected	basis
operating_income	negative	realized	—	Three months ended June 30, 2026 General and administrative expense: $114,001 (in thousands).
operating_income	negative	realized	—	Stock-based compensation expense for the three months ended June 30, 2026: $109,556 (in thousands).