The Trade Desk Asks SSPs for a Single Supply Path to Publisher Inventory

Media industry’s biggest independent buyer maintains changes will result in a more transparent marketplace

Trade Desk logo
The Trade Desk gave sell-side players a week to improve efficiencies. Sources: Trade Desk, Getty Images

Key Insights

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.   

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.