The Trade Desk, the independent ad-buying platform created as an alternative to walled-garden platforms like Google and Meta, is looking to reprice up to roughly 15.6 million stock options, most of which are held by rank-and-file employees, according to a recent SEC filing.
If approved, the move would lower the price that employees pay to buy company stock, turning their underwater stock options—whose exercise prices are pegged well above the rate at which the stock now trades—into meaningful financial incentives.
It’s a retention tactic for the company, which said in the filing it was concerned that “adverse changes” to its stock price “could substantially harm” its retention of staffers who hold these options.
