How The Trade Desk went from media agency BFF to frenemy
Digiday
JANUARY 23, 2023
In February 2022, TTD launched OpenPath, which worked with a number of publishers to provide advertisers with direct access to their inventory. Inflated fees One agency exec said TTD completely changed how they charge for data, shifting from a CPM fee to a percentage of media fee. TTD sees it quite differently.
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