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Will Doherty
SVP, Inventory Development at The Trade Desk
Scaling Snap's global advertising revenue operations and championing mobile-first, augmented reality ad formats as viable performance and brand vehicles for major advertisers.
OperatorLos Angeles, California, United States15+ years in industry
Last updated May 27, 2026 by the ATDb Editorial Team · Connections updated May 27, 2026
Bio
Will Doherty is SVP, Inventory Development at The Trade Desk (since 2021), leading supply-path optimization and publisher-inventory initiatives including OpenPath and Deal Desk. He was previously at Index Exchange.
Previous Roles
Role in business development
Index Exchange (prior)
Expertise
Mobile AdvertisingSocial Media MonetizationAugmented Reality AdvertisingProgrammatic AdvertisingAd Revenue OperationsAdvertiser PartnershipsGo-to-Market StrategyPerformance Advertising
Notable Achievements
- Led global advertising revenue operations at Snap Inc. during a critical period of platform growth and competitive pressure in the social media advertising market
- Played a key role in scaling Snap's advertiser base and deepening relationships with major agency holding companies and brand advertisers globally
Speaking Topics
Mobile-first advertising strategiesAugmented reality as an advertising mediumReaching Gen Z audiences through social platformsAd revenue scaling in competitive social media markets
Connections