Oh, The Trade Desk, the self-appointed king of the ad-tech jungle -- and frankly they have reasons to feel this way. Still, they’re like that one friend who borrows your car, tells everyone they drive your Tesla, and then refuses to let you carpool because your vibes don’t match. The nerve.
Here’s the deal—literally: you’re jumping through hoops trying to set up PMP deals for CTV, and TTD’s response? “Sorry, you’re not ‘certified,’ but hey, we’ll happily buy your open-market inventory!”
It’s like saying, “We love your cooking, but you’re not allowed to bring a dish to the potluck.” Make it make sense.
And it’s not just you. Agencies are complaining about the same nonsense:
“We want this supply.” TTD’s reply? “No can do, sweetie, not certified.” It’s a masterclass in gatekeeping while they rake in cash from their preferred suppliers. Oh, and don’t even mention their shiny new OpenPath or that CTV OS—because nothing screams monopoly lite like owning the store, the cart, and the street you’re selling on.
So, What’s the Move?
🔰 Call Their Bluff: If TTD is so obsessed with unique supply, why are they fine with slurping up your open-market inventory? Maybe ask them, “What’s the certification for, if not just window dressing?”
🔰 Get Loud: Agencies want your supply, and TTD is stonewalling. Start making noise. Call it out on LinkedIn, roundtable events, wherever. If enough people notice the emperor has no clothes, things might start shifting.
🔰 Play the Field: If TTD is going to play Monopoly, diversify. Look for DSPs that don’t make you jump through flaming hoops to serve quality inventory.
🔰 Shine a Light: The FTC might be late to the game, but when it comes to anticompetitive behavior, they’re still paying attention. Start pointing out the patterns in public—polite, but pointed.
🔰 Pressure from the Inside: Agencies have the budgets that TTD wants to keep cozy with. If they push back hard enough, TTD might have to ease up on the gatekeeping.
Right now, TTD’s playbook is “heads we win, tails you lose.” But don’t let their empire-building throw you off. Keep pushing, keep calling them out, and make it harder for them to ignore the absurdity. After all, even emperors hate bad PR.
