The list may rankle some publishers and adtech firms, including those that have been critical of The Trade Desk’s moves to encourage implementation of its third-party cookie alternative, UID2, and to lower bid floors. Plus, while the criteria The Trade Desk is using is public, the specifics are not.

But the SP500+ product will make it easier for buyers to spend with high-quality publishers, said Laura Taylor, retail investment lead at Goodway Group.

“I don’t know why we haven’t been doing this all along,” Taylor said.