"For years, The Trade Desk was the premier platform, raking in enough spend to account for 33 consecutive quarters of meeting or beating expectations. Slowly, things started to change. Disgruntled media agency whispers around fees reached a fever pitch. Kokai, its AI-driven data platform upgrade, lost hype. Walmart split, ending the exclusive part of its partnership with The Trade Desk."
"Meanwhile, it seems Google and Amazon are looking to fill in any gaps The Trade Desk may leave open. "There was never any doubt that Amazon and Google were going to make a play for that part of the market with their DSPs," said Seb Joseph, Digiday executive editor of news, on a recent episode of the Digiday Podcast. "It was just a question of when.""
The Trade Desk sustained 33 consecutive quarters of meeting or beating expectations before recent signs of decline. The company has missed revenue targets, faced disgruntled media agency complaints about fees, seen its Kokai AI-driven data platform lose hype, and lost exclusivity in its Walmart partnership. Google and Amazon are moving to capture demand through their DSPs, intensifying competition. Advertisers and agencies are re-evaluating platform choices amid changing DSP dynamics. Concurrent developments include AI-generated short-form videos from OpenAI and Meta and Meta's use of chatbot data for ad targeting. Paramount acquired The Free Press and appointed Bari Weiss as editor-in-chief of CBS News.
Read at Digiday
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