The Trade Desk has in recent days been contacting sell-side, or SSP, ad-tech companies requesting they choose a single supply path to premium ad inventory in a cost-saving move that could impact publisher yield.
According to multiple sources, The Trade Desk has given SSPs and ad exchanges a deadline of this week to provide the demand-side platform a more tailored path to specific inventory types as part of its ongoing supply-path optimization efforts.
In effect, this means SSPs will have to send publisher-specific bid requests to The Trade Desk via a single tech integration, such as Google’s Open
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