'Curation can be a vacuous term': The Trade Desk plans to redefine ad quality outside the walled gardens with Sincera
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from Digiday1 month ago
"We don't think a lot about curation," said Will Doherty, emphasizing that The Trade Desk's acquisition of Sincera is about enhancing ad quality rather than filtering strategies.
Digidayhttps://digiday.com/marketing/curation-can-be-a-vacuous-term-the-trade-desk-plans-to-redefine-ad-quality-outside-the-walled-gardens-with-sincera/
Doherty noted, "We were limited from a decisioning standpoint by the signals within the bids," highlighting how Sincera enables deeper analytics for better ad quality assessment.
Digidayhttps://digiday.com/marketing/curation-can-be-a-vacuous-term-the-trade-desk-plans-to-redefine-ad-quality-outside-the-walled-gardens-with-sincera/
Mike O'Sullivan articulated, "We want to build something that really optimizes... what a great publisher experience looks like," underlining the potential for enriching publisher-advertiser interactions.
Digidayhttps://digiday.com/marketing/curation-can-be-a-vacuous-term-the-trade-desk-plans-to-redefine-ad-quality-outside-the-walled-gardens-with-sincera/
This strategy could assist publishers in refining ad sales approaches by understanding data signals valued by advertisers, as Doherty mentioned a focus on collaboration.
Digidayhttps://digiday.com/marketing/curation-can-be-a-vacuous-term-the-trade-desk-plans-to-redefine-ad-quality-outside-the-walled-gardens-with-sincera/
Read at Digiday
#advertising #data-analytics #ad-quality #publisher-relationships #the-trade-desk
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