The relationship between The Trade Desk (TTD) and media agencies is undergoing a significant shift, with agencies reporting reduced spending and turning towards direct advertiser deals. Agencies are increasingly investing in Connected TV (CTV) and developing their own technology for programmatic ad buying, diminishing their reliance on TTD. Concerns over rising costs and transparency regarding TTD's operations are influencing advertisers' choices in ad spend, leading them to consider alternative platforms. As competition grows, TTD's once-dominant position in the ad tech space faces mounting challenges from both agencies and supply-side platforms.
"We've had - we have - a great relationship with TTD. I just think that the dominance of the inventory that they represent is less and less important."
"Those things add up to the point where it may be less expensive to run [a campaign] through a walled garden or another platform."
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