the trade desk

Yahoo may have earned itself a stay of execution with The Trade Desk. Plus, TV buyers are clinging to Nielsen for yet another upfront season.

Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.

TTD confirmed to AdExchanger that, as of June 17, it had removed support for at least some of the online video inventory sold by Yahoo as a publisher.

Incrementality is a retail media term for attribution. It’s the attempt to measure the actual contribution of advertising to a business’ bottom line. But in a market where everything old is new and everything new has been done a thousand times, it’s important to focus on other kinds of incremental gains.

Pandora can match the email addresses of its logged-in users to UID2 tokens, which can then be passed through AdsWizz, The Trade Desk and other ad platforms that integrate with UID2.

In today’s newsletter: Pinterest launches an ad optimization solution with familiar-sounding name; consumers can’t live without YouTube; and ad tech leaders try out trade journalism.

Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.

E.W. Scripps becomes the first CTV publisher to adopt OpenPass, The Trade Desk’s single sign-on product for user authentication.

How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.

Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?

SPO is moving from efficiency to curation to ranking the top 500 publishers. We talk through industry reactions to The Trade Desk’s SP500+ product. Plus: Seedtag acquired Beachfront, a deal that’s emblematic of multiple trends in CTV, privacy and the rise of contextual.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third-parties.

In today’s newsletter: Why Apple’s SKAdNetwork 4.0 is a bust; advertisers are irked by Google’s optimization-driven demand for different creative formats; The Trade Desk releases a baffling list of top 100 publishers.

In today’s newsletter: Publishers fear they’ll be excluded from The Trade Desk’s “premium internet”; buyers weigh in on Netflix’s plans to offer an ad server; and PayPal launches an ad network and data brokerage.

Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.

Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

What is Google’s true motive in launching the Chrome Privacy Sandbox? An optimist might give Google credit for not dropping the hammer like Apple did. But it’s hard not to be a little cynical about Google’s goals, according to Samantha Jacobson, chief strategy officer at The Trade Desk.

The Trade Desk is focusing beyond the overall “open internet” and on what CEO Jeff Green calls the “premium internet.”

There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.

In today’s newsletter: Roku and The Trade Desk expand their partnership; Instagram changes its content recommendation system; and the European Commission investigates Meta for potential Digital Services Act violations.

Screenverse plans to add about 20 employees over the next 12 months with the help of its new cash reserve. The company also earmarked a portion of its funding for enhancing its publisher suite.

If you’re looking for a think piece about what Google’s most recent third-party cookie deprecation delay means for the online ad industry – this isn’t it. 😅

Bonbon gives users rewards – such as discounts or chances to win merchandise – for setting up email registrations with publishers. Now The Trade Desk’s OpenPass will include that same rewards functionality.

AdExchanger and AdMonsters are pleased to announce the honorees for the 2024 Top Women in Media & Ad Tech Awards! An awards gala will follow on June 3 in NYC.

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

In today’s newsletter: Adalytics reveals Forbes was running a separate MFA sub-domain; The New York Times seeks to use attention benchmarking to validate its premium publisher status; and Google is reportedly looking to buy HubSpot.

The past decade has been tumultuous for supply-side platforms. But SSPs will be fine, according to SSPs. They’re simply evolving.

In today’s newsletter: Amazon’s DSP doesn’t compare to Google’s and TTD’s; US ad spend looks strong this year; European Commission will investigate Google, Apple and Meta under the EU’s DMA.