"Two sources at ad tech platforms that observe programmatic bidding patterns told AdExchanger they've seen Omnicom agencies shifting their spend from The Trade Desk (TTD) to Amazon DSP this year, particularly during Q3. These sources requested anonymity to protect their relationships with all of the companies involved. One of these sources said Omnicom appeared to move a double-digit share of its expected Q3 spend from TTD to Amazon DSP."
"The Trade Desk, the largest independent demand-side platform, is fighting off challenges from its emerging Big Tech rival Amazon, as well as its longtime foil Google and others. Indeed, Amazon is reportedly among the DSPs aiming to undercut TTD's roughly 20% ad tech take rate in an attempt to win over agencies. Amazon DSP charges no fees for programmatic guaranteed deals on Amazon-owned media and collects a 1% fee for ads on open web publishers."
Amazon has emerged as a strong challenger to The Trade Desk's market share. Sources at ad tech platforms observed Omnicom agencies shifting spend from The Trade Desk to Amazon DSP, particularly in Q3. One source reported Omnicom moved a double-digit share of its expected Q3 spend and described the change as an 'inflection point.' The Trade Desk denied Omnicom was pulling spend. Omnicom declined to confirm any strategy change and said it works with a broad spectrum of DSP partners. Amazon DSP is offering lower fees, charging no fees on Amazon-owned media and a 1% fee on open-web ads. The Trade Desk is expanding toward publishers to respond to competition.
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