The Trade Desk faces criticism for potentially becoming a walled garden, specifically through its Data Alliance, which lacks transparency regarding data sources. While it doesn’t own media and attempts to provide full log files, its integration with publishers via OpenPath raises concerns among Supply Side Platforms (SSPs). Additionally, reports suggest concerns over Kokai's deprioritization of SSP deal IDs. In a separate trend, 'clippers' are increasingly hired to create viral content by editing longer videos into shorter clips for social media distribution.
The Trade Desk's Data Alliance white labels and sources data without buyers necessarily knowing which vendors were used, raising concerns about transparency.
The Trade Desk has extended itself to the sell side with products like OpenPath, integrating directly with online and streaming publishers.
Reports indicate SSPs are worried about Kokai deprioritizing their deal IDs, highlighting competitive tensions in the digital advertising market.
Clippers are adept at taking longer-form videos and cutting them into bite-sized clips, which are key for virality on platforms like Instagram and TikTok.
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