The Trade Desk’s client base includes a number of retail and CPG clients, Sims said, making the opportunity to work with Meredith particularly attractive. The DSP is on the lookout for more custom advertising to bring into the platform.
Schenck hopes the ability to execute custom formats will move conversations about programmatic beyond price.
“The market still hinges on price, but this is about return on ad spend,” he said. “It’s not about being cheaper. It’s about effectiveness.”
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