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#programmatic-advertising #reseller-classification #the-trade-desk #ad-tech #supply-path-optimization #bluesky
fromDigiday
5 days ago

'Quite frankly, ignorant': Index Exchange CEO Andrew Casale rebukes The Trade Desk's SSP 'reseller' tag

When The Trade Desk reclassified SSPs as "resellers" several weeks ago, it wasn't just a semantic shift - it was a signal. Under its media buying platform Kokai, those resellers are scored as less efficient, meaning they'll see fewer ad dollars. Instead. The Trade Desk is rerouting more of those dollars through its own curated version of the open market of programmatic auctions and direct publisher deals.
Marketing tech
Marketing tech
fromAdExchanger
2 weeks ago

There Are No Sellers, Only Resellers; BlueSky's Blue Ocean (For Marine Biologists) | AdExchanger

The Trade Desk prioritizes its OpenPath direct publisher connection over SSPs, treating SSPs as intermediaries and directing demand that can reduce publisher payouts.
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