
        <p>Major agencies <a href="https://digiday.com/media-buying/the-trade-desk-remains-the-dominant-dsp-but-its-advertisers-are-starting-to-shop-around/">are pulling back ad spend</a> from The Trade Desk’s OpenPath platform, citing concerns of hidden fees and lack of transparency. Meanwhile, <a href="https://digiday.com/marketing/the-trade-desk-is-changing-how-advertisers-buy-and-what-they-can-see/">TTD is shifting its payment model</a> for identity providers, like LiveRamp and Experian. All said, The Trade Desk is facing a new set of rising tensions with agencies over transparency — and more importantly, programmatic control.</p>
      

<description>Major agencies are pulling back ad spend from The Trade Desk’s OpenPath platform, citing concerns of hidden fees and lack of transparency. Meanwhile, TTD is shifting its payment model for identity providers, like LiveRamp and Experian. All said, The Trade Desk is facing a new set of rising tensions with agencies over transparency — and more importantly, programmatic control.</description>

Major agencies are pulling back ad spend from The Trade Desk’s OpenPath platform, citing concerns of hidden fees and lack of transparency. Meanwhile, TTD is shifting its payment model for identity providers, like LiveRamp and Experian. All said, The Trade Desk is facing a new set of rising tensions with agencies over transparency — and more importantly, programmatic control.

The Digiday Podcast

Inside The Trade Desk's programmatic power struggle

Inside The Trade Desk's programmatic power struggle

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