"TTD will share revenue with ID providers if they contribute unique data signals that aren't already offered by the DSP itself or another data broker. It's an attempt to cut down on partners collecting revenue for providing duplicative data - i.e., why pay two vendors for the same email address?"
"Some ID providers are stoked on the change. One data broker exec tells Digiday, 'If you're bringing something new, you should earn more. If not, you'll likely see less.'"
"Critics say TTD isn't transparent about which data signals factor into its bidding decisions. With those complaints in mind, TTD says it will introduce new APIs and mechanisms to shed light into its revamped payments."
The Trade Desk is overhauling its fee structure to share revenue with ID providers who contribute unique data signals. This change aims to eliminate the redundancy of paying multiple vendors for the same data. Previously, payments were based on volume rather than results. While some ID providers welcome the change, critics express concerns about the lack of transparency regarding data signals in bidding decisions. TTD plans to introduce new APIs to clarify its payment mechanisms and enhance transparency.
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