The Trade Desk is introducing Deal Desk, a platform aimed at simplifying the creation of deal IDs used in programmatic buying between advertisers and publishers. Will Doherty highlighted that the majority of these IDs fail to generate revenue efficiently, prompting the need for operational improvements. Deal Desk will act as a centralized hub, addressing the current reliance on emails for transactional processes and enabling better tracking of deal information. This initiative is also aligned with the rollout of their new user interface, Kokai, aimed at enhancing client experience by 2025.
In a move to streamline the messy and inefficient processes of programmatic buying, The Trade Desk is creating a new way for advertisers to create deal IDs.
Deal IDs are unique identifiers assigned to a programmatic deal, allowing for more direct, customized, and brand safe deals compared with buying on the open exchange.
Doherty pointed out that currently, most of these IDs break down somewhere along the way, leading to operational headaches-advertisers spend up to 40% of their working week creating and troubleshooting deal IDs.
Deal Desk will serve as a centralized hub designed to simplify private marketplace deal creation and management for publishers and advertisers, making metadata easier to track.
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