Not long ago, a programmatic lead laid out the strain in their DSP mix to The Trade Desk: ascending Amazon, aggressive Google and uneasy clients. The tech vendor’s response surprised her. After years of immovable fees, the company signaled it was willing to do a deal.
“It’s the first time I’ve seen The Trade Desk actually be willing to negotiate rates,” said the programmatic lead, who spoke on the condition of anonymity, as did all the buying execs contacted for this story. “We’ve had the same rates for several years. Now, they’re willing to negotiate and give us some incentives.”
A company that built its business on firm pricing doesn’t start floating incentives because it feels generous. It moves because something else is moving. In this case, Amazon has been grinding down fees and selling agencies on a DSP built for speed and efficiency across the open web. Its pitch has become hard to ignore.
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