Author: Kimeko McCoy

Search & Affiliate Marketing Strategist since 1993

Inside The Trade Desk’s programmatic power struggle

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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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Creator content has become critical for retail media networks

This story was first published by Digiday sibling Modern Retail

Two fast-growing advertising sectors — retail media and the creator economy — are increasingly interlinked.

Executives in the advertising businesses of retailers like Walmart, Best Buy and Albertsons are starting to see value in incorporating more creator-led content into advertising campaigns for brands. Not only that, but they are also building out infrastructure leveraging retailer sales data to identify which exact creators to work with and demonstrate to brands that these campaigns drive performance.

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