Marketing tech
fromDigiday
2 days agoThe case for and against agentic media buying
Agentic media buying could reduce ad-tech intermediaries but may also increase opacity and fragmentation if used outside open-market scale.
The detente between the Trade Desk and publishers is starting to look less transactional and more strategic. After years of tension over data access and margins, the ad tech vendor is now offering a clearer path - and better financial incentives - for publishers to directly access its advertisers' budgets. It's a strategic recalibration for the ad tech vendor. With Amazon and Cognitiv making aggressive plays for publisher relationships, The Trade Desk is trying to secure premium inventory outside the walled gardens.