- The Trade Desk announced that it has signed with the Prebid coalition as the first demand-side platform to join
The Prebid coalition has scored a major win by signing major advertising technology company The Trade Desk. According to Adweek, The Trade Desk is going to be the first demand-side platform to join the coalition’s ranks.
This news comes on the heels of The Trade Desk integrating its Unified ID Solution with Prebid. And the Prebid coalition launched in 2017 to standardize programmatic monetization tools. By having The Trade Desk join the coalition, it will likely increase the adoption of alternatives to the tech standards that are being imposed by larger ad tech companies. One of the biggest successes for the Prebid coalition was helping standardize the approach to header bidding.
Rubicon Project chief technology officer told Adweek that this move would likely lead to other DSPs signing with the coalition.
“DSPs are constantly trying to deal with proprietary systems, and what we need is one system that all buyers and sellers use,” said Kershaw via Adweek. “Having The Trade Desk means that we’re going to have much tighter integration and standardization.”
Next year, Prebid is expected to enter a new phase involving new tools to reduce the publishers’ reliance on ad servers. Kershaw also pointed out that Prebid is going to start working on tools for the connected TV industry along with tools.
“I think this speaks to the maturity of the ecosystem and the maturity of the Prebid project,” added The Trade Desk SVP of inventory partnerships Tim Sims. “We’ve always wanted a more transparent supply chain … and auction mechanics are a component of that, and if Prebid can help with that then we’re all for it.”
The Trade Desk CTO and founder Dave Pickles is joining the Prebid board as part of the deal.
