"DSPs and resellers ... I mean, SSPs, have butted heads over access to bidstream data. Google screwed over every vendor that committed time and energy to the Chrome Privacy Sandbox. The Trade Desk is throwing its weight around. Prebid and The IAB Tech Lab are spilling tea all over the place. And this drama has rippled out into the investor circle, as evident from a slew of recent ad tech company earnings reports."
"The bottom line The heated tempers in programmatic of late aren't really about philosophical positions on data transparency or roles in the supply chain. Everybody is just making less money. Magnite, PubMatic and Nexxen disclosed that unnamed DSPs (or perhaps just one) unexpectedly and precipitously decreased spending on their respective platforms in Q3. PubMatic CEO Rajeev Goel did point obliquely at The Trade Desk when he noted that Kokai, TTD's new ad-buying platform, operates "differently from what we have seen.""
Competitive tensions in programmatic ad tech have intensified around bidstream access disputes between DSPs and SSPs and fallout from Google's Chrome Privacy Sandbox. The Trade Desk has changed platform behavior with Kokai and OpenPath, altering demand routing and reducing spend on some supply partners. Magnite, PubMatic, and Nexxen reported unexpected decreases in DSP spending and lowered forecasts. Prebid and the IAB Tech Lab have engaged in public disputes, and investor reactions reflect the financial strain across the ecosystem. The immediate result is widespread revenue pressure across third-party programmatic companies.
Read at AdExchanger
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