The Trade Desk will start undercutting the fees publisher adtech firms tack on to digital ads.
The adtech used by publishers often inaccurately prices their inventory, said a Trade Desk exec.
Adtech firm The Trade Desk is about to execute a plan to lower the price advertisers pay for digital ads.
The Trade Desk operates software called a "demand-side platform" that advertisers use to buy ads across the internet.
While other DSPs occasionally send low-ball bids, publishers might be more willing to look at The Trade Desk's bids due to the large amount of advertisers using its platform.
Persons:
SSPs, Will Doherty, Doherty, Chris Kane, Adam Soroca, aren't
Organizations:
Google, Jounce Media, Trade