Category: In the News

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No one said running the largest independent demand-side platform in the world would be easy. If recent headlines indicate anything, The Trade Desk now knows that better than anyone.

Major agencies, including Dentsu and WPP, are pulling back ad spend from TTD’s OpenPath platform, citing concerns of hidden fees and lack of transparency. Most notably, Publicis Groupe is no longer recommending TTD to clients in light of a third-party audit, citing similar concerns. Meanwhile, TTD is shifting its payment model for identity providers, like LiveRamp and Experian.

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Bradley Keefer, Chief Revenue Officer, Keen Decision Systems

Every brand is trying to find the right levers to maximize its ad budget. While it is easy to assume larger budgets grant a natural advantage, capital alone does not guarantee success. The brands that win are not necessarily those with the deepest pockets; they are the ones making superior decisions.

To understand what separates growing brands from stagnant ones, Keen Decision Systems analyzed 455 brand models totalling $42 billion in media spend, along with insights from 125 marketing leaders. The data is clear: winners commit earlier, remain in-market longer and diversify channel investments strategically.

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