The Trade Desk Asks SSPs for a Single Supply Path to Publisher Inventory
Media industry’s biggest independent buyer maintains changes will result in a more transparent marketplace
The Trade Desk gave sell-side players a week to improve efficiencies.
Sources: Trade Desk, Getty Images
Key Insights
- The Trade Desk's request is intended to improve efficiencies on its automated ad-buying platform.
- These changes could negatively affect some publishers.
The Trade Desk has in recent days been contacting sell-side, or SSP, ad-tech companies requesting they choose a single supply path to premium ad inventory in a cost-saving move that could impact publisher yield.
