The Trade Desk: CTV DSP Competitive Landscape

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I have a number of topics I'm curious to hear your thoughts on. Firstly which type of advertisement deals between PG, PPM or open market become dominant in CTV and why?

On the other hand, with CTV, like I said, there are 5 to 10 publishers, and you get the best rates when you go directly to the publishers. The incentives are there, and it's much easier to activate directly. At my agency, where I lead CTV, I'd say 80 to 90% of spend goes through PG and PMP, and of that, 60% is probably going through PG.

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What are the key factors that advertisers consider when selecting a DSP to work with?

Publisher integration, accommodating all publishers, is crucial. Beyond that, advanced measurement capabilities and a device graph are important since much of the measurement is probabilistic, not deterministic. Additionally, the UI must be intuitive. The Trade Desk recently changed their UI to a nonsensical periodic table, which media buyers dislike. If you heard Jeff Green in the recent Trade Desk earnings call, he blamed the slow adoption of Kokai, their new UI/operating system, on this. One of the reasons that adoption has been slow is because the UI is very counterintuitive and not well liked.

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Do you think the development of UID 2.0 by The Trade Desk differentiates it from other DSPs?

In theory, yes. However, the adoption of UID is severely lagging, and the scale against UID isn't significant. It sounds good in theory, but in practice, there's limited utility. They also charge more when you use UID, which makes things more expensive, especially with CTV.

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