The Trade Desk Revolutionizes Digital Ad Pricing and Targets Sports with AI
The Trade Desk, a leading adtech firm, plans to lower the price advertisers pay for digital ads by bidding below the asking price on ads starting in September. The Trade Desk aims to standardize price floors set by supply-side platforms (SSPs) to eliminate inaccuracies and unfair auctions. This move could potentially weed out SSPs that manipulate prices and help publishers better understand the true value of their ads. The Trade Desk's software, a demand-side platform, handles a significant amount of ad spend and its new strategy may increase bids for publishers' ads. However, publishers are not obligated to accept the lower bids. This development comes as tech for advertisers and publishers are increasingly competing with each other in the industry.