Abstract: The invention relates to a tread (1) application device for applying a tread on a building drum (20) for a tire, comprising a tread conveying device (15) for conveying a tread to a building drum, from a feed side (12) of the tread conveying device to a discharge side (13) of the tread conveying device in a conveyance direction, and a positioning device for positioning the tread on the building drum, wherein the positioning device comprises measuring means (17) for determining the position of a segment of the tread and generating a position value, displacement means for displacing a segment of the tread with a displacement directional component parallel to the axis (21) of rotation of the building drum, and control means (28), connected to the measuring means and the displacement means, for on the basis of the position value controlling the displacement device during the application of the tread on the building drum.