After recent controversy surrounding The Trade Desk, competitors are jumping at the chance to capture dollars from the platform’s potential defectors with new bids for advertiser business.
Two weeks ago, the French advertising giant Publicis advised its clients to stop transacting on The Trade Desk, the largest independent demand-side platform (DSP) on the market, after it failed an audit of its fees and media spend. Publicis claimed, in a memo leaked to ADWEEK, that the platform “improperly applied their DSP fee to other fees” and automatically opted the holding company and some of its clients into fee-based offerings without authorization.