WPP CFO says The Trade Desk operates in a smaller slice of the ad market

"WPP works with 'a number of DSPs and SSPs,' making decisions 'project by project, client by client.' The priority is 'effective investment of our clients' media spend and full transparency.'"

"The open internet is the long tail, a relatively small share of the overall market that 'over time, is forecast to get relatively smaller.'"

"The transparency framing is notable given that undisclosed fees and opaque supply chain practices sit at the heart of Green's allegations."

"The characterization of the open internet as a small and declining slice of overall spend limits the perceived significance of WPP's DSP relationships."

WPP's CFO Joanne Wilson addressed analysts regarding the company's relationship with The Trade Desk and programmatic advertising. WPP has reduced its programmatic ad purchases, leading to accusations from The Trade Desk's CEO about manipulation of supply chains. Wilson highlighted WPP's commitment to transparency and effective media investment, noting that The Trade Desk operates in a smaller segment of the market. Another WPP executive indicated that the open internet represents a small and declining share of overall ad spending, limiting the importance of DSP relationships.

Read at Digiday