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Top related persons:
SSPs - 2 Will Doherty - 2 Adam Soroca - 2 Ari Paparo - 1 Matt Prohaska - 1 Prohaska - 1 Rajeev Goel - 1 Shiv Gupta - 1
Top related locs:
OpenPath
Top related orgs:
Google - 2 Trade - 2 SSPs - 1 Marketecture - 1 Prohaska Consulting - 1 Exchange - 1 Microsoft - 1 Publishers - 1

Search resuls for: "Will Doherty"


2 mentions found


☆ The Trade Desk is exerting its power in the ad industry, and some insiders fear it's becoming more like Google
  + stars: | 2023-09-01 | by ( Lauren Johnson | ) www.businessinsider.com   time to read: +6 min
AdvertisementAdvertisementPublisher-focused adtech firms that traditionally work with The Trade Desk, which helps advertisers buy digital ads, are now in competition with it. The Trade Desk has been aggressively building products that will undercut the business of publisher-focused adtech companies, or "supply-side platforms," according to industry insiders. The Trade Desk has not traditionally competed with SSPs, which help publishers of online content price their ad inventory and make it available to buy. "By saying this publicly, The Trade Desk is throwing down the gauntlet." He added that other ad-buying platforms besides The Trade Desk have direct deals with publishers, similar to OpenPath.
Persons: SSPs, Ari Paparo, Matt Prohaska, Will Doherty, Prohaska, Rajeev Goel, Shiv Gupta, Gupta, Desk's Doherty, Magnite, PubMatic, Adam Soroca, they're Organizations: Google, SSPs, Marketecture, Prohaska Consulting, Trade, Exchange, Microsoft, Publishers Locations: OpenPath
☆ Adtech firm The Trade Desk has a plan to reduce the cost of digital ads
  + stars: | 2023-08-24 | by ( Lauren Johnson | ) www.businessinsider.com   time to read: +3 min
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
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