Inside The Trade Desk’s programmatic power struggle

April 14, 2026

By Kimeko McCoy
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No one said running the largest independent demand-side platform in the world would be easy. If recent headlines indicate anything, The Trade Desk now knows that better than anyone.

Major agencies, including Dentsu and WPP, are pulling back ad spend from TTD’s OpenPath platform, citing concerns of hidden fees and lack of transparency. Most notably, Publicis Groupe is no longer recommending TTD to clients in light of a third-party audit, citing similar concerns. Meanwhile, TTD is shifting its payment model for identity providers, like LiveRamp and Experian.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday