Recently, Digiday published an article with a headline that could only be described as clickbait-worthy: “How The Trade Desk went from media agency BFF to frenemy.”
In it, the author takes aim at the ad-tech firm, accusing it of becoming less transparent, more expensive, and too big for media agencies to handle. But, let’s be real here, this article is nothing more than a hot mess of poorly researched claims and anonymous sources.
First of all, the article suggests that The Trade Desk has been seeking a closer and more direct relationship with brands, which has made media agencies uncomfortable. But here’s the thing, The Trade Desk launched OpenPath in February 2022, which gives advertisers direct access to publisher inventory. This move is actually a positive thing for agencies, as it increases transparency and can result in better deals for clients.
Another complaint in the article is that The Trade Desk has inflated its fees, shifting from a CPM fee to a percentage of media fee. But, The Trade Desk refutes this claim and states that the take rate for fees has remained around 20% over the last eight years. So, it’s not like they’re suddenly jacking up prices left and right.
The article also suggests that The Trade Desk has become more opaque in its products and services, citing that it is not participating in a Google-led program called “Confirming Gross Revenue.”
But, this program is not mandatory and it’s not fair to assume that The Trade Desk has something to hide just because it is not participating. Plus, The Trade Desk and Google are direct competitors in the DSP space — and their CEO has admitted as much, so it’s not surprising that Google would want to paint its competition in a negative light. One can only wonder how much pressure they put on Digiday to write this article right before the Google anti-trust suit was announced. It almost seems, well, planned.
Let’s also not forget that Jeff Green, the CEO of The Trade Desk, is a true cheerleader for the programmatic advertising industry. With a passion for innovation and a deep understanding of the industry, he is a respected leader in the space.
Green’s background in the industry, as well as his hands-on approach, has helped him to build a team that is dedicated to making programmatic advertising better for everyone. He has made clear through his work with the industry, that “I’m one of you, I grew up in this industry and I want to see it succeed.”
He is a true believer in the power of programmatic advertising and is constantly striving to improve the industry, and it’s no surprise that The Trade Desk has become one of the most successful companies in the programmatic advertising space under his leadership.
In short, the Digiday article is nothing more than junk journalism and should be taken with a grain of salt.
The Trade Desk has been a reliable and helpful partner for media agencies and continues to innovate and improve its services. The programmatic advertising industry is constantly evolving, and it’s important to stay informed and adapt to changes in the industry. But let’s not forget to fact-check and not believe everything that’s thrown at us.