The Trade Desk is adding a new retail tool to its data marketplace toolkit – or a new element to its periodic table, if you will.
For The Trade Desk, about 90% of campaigns using structured deal IDs via private marketplaces don’t scale at all. Fixing this frustrating deal ID failure rate was the impetus for a new product called Deal Desk.
OMD’s Emily Proctor outlined the criteria the ad agency uses to evaluate alt IDs. She also shared which five IDs OMD uses most often and why.
Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.
Marketing On Autopilot Companies that build AI-powered marketing software have been framing the technology as a friendly helper. Nothing to fear here, just an eager “copilot” ready to serve. The AI “copilot” that first comes to mind for most people is Microsoft’s generative AI chatbot of the same name. GitHub, meanwhile, which is owned by […]
The Trade Desk released OpenSincera on Tuesday, a free API integration that posts ad impression data on publishers and tech vendors.
If you felt a strange gust around 5 p.m. ET on Thursday, it was probably just the cumulative sighs of relief across Wall Street as The Trade Desk shook off its Q4 blues with a better-than-expected first quarter earnings report.
Does a connected TV DSP need lower take rates? Inside the battle among DSP’s to take on The Trade Desk’s dominant market position. Plus: an on-the-ground report from the TV Newfronts.
Why did Walmart buy Vizio? What happens when a CTV campaign turns on the S&P500+? Is Google losing its search engine edge?
It’s knives out for The Trade Desk’s take rate as competitors slash the demand side’s margin and pile on the incumbent during a moment of rare vulnerability.
