Category: In the News

The FIFA World Cup is nine full months away. With teams still competing to qualify and an entire domestic season still to play out, the tournament’s cast of characters remains up in the air.

But marketers aren’t waiting around to receive a cross.

They’re in the middle of planning activity and paid media commitments to ensure they get their share of the enormous audiences (1.42 billion worldwide watched the 2022 final) expected to broadcast, stream, follow and listen in to the second-largest sporting event on the planet.

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The Trade Desk’s move to lump all supply-side platforms (SSPs) under the “reseller” label is landing exactly as expected — with resistance. Index Exchange, one of the largest SSPs, called the reclassification “ignorant”, rejecting what it sees as an oversimplification of its role in the ecosystem. 

CEO and president Andrew Casale made the remarks on stage at the ATS conference in London on Tuesday (Sept. 9), marking one of the more direct rebukes of The Trade Desk’s positioning from a major SSP. 

“I think they’re willing to look at SSPs this way is, quite frankly, ignorant,” said Casale. 

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