How The Trade Desk’s new sub-floor bidding tactic will affect SSPs, publishers
As of this month, The Trade Desk is no longer letting publisher- or SSP-dictated floor prices influence the bids they send out.
First reported by Insider, The Trade Desk is now sending out all bids on behalf of its clients whose campaigns match the inventory up for sale, even if their bids are below the price point at which publishers and SSPs value the inventory.
It’s a “relatively benign” change, according to The Trade Desk’s vp of inventory development, Will Doherty. This will not cause the DSP to change the way it prices its bids, he said, but will instead increase the volume of bids it sends out so publishers and SSPs know there is additional demand for that inventory that otherwise went unseen.
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Source:: Digiday
