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The Trade Desk launches certified service partner program for SMBs



datafuelX launches predictive analytics solutions to improve linear TV and CTV outcomes

Today, The Trade Desk announced the launch of a new certified service partner program, welcoming Goodway Group as the inaugural partner for the program. The aim of the program is to meet the needs of small and medium-sized businesses by allowing partners like Goodway Group to offer self-service access into The Trade Desk’s DSP.

The program allows SMBs entry into affordable programmatic ad channels as digital media like CTV, as well as evolving channels like DOOH, make ad campaigns more fluid and performance driven.

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Why we care. There has been a proliferation of ad opportunities on CTV through new streaming services and ad-supported video on demand (AVOD). This will likely increase as premium streaming subscribers max out on a la carte pricing for multiple services, as well as price hikes and password sharing crackdowns by streamers like Netflix

Within this larger consumer trend, there is a place for ads, and an opportunity for SMBs to reach households and engaged viewers in these situations. But, it all requires a lower price model on the adtech side for marketers at smaller organizations to get into this game. Once in, however, they can prove the ROAS with performance and audience data via The Trade Desk’s DSP.

Read next: CTV’s ticket to March Madness advertising

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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