The standoff between Publicis Groupe and The Trade Desk is widely viewed as a transparency dispute, but that’s only the surface; deeper analysis shows it’s indicative of tectonic plates shifting.
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Away from the pearl-clutching social media posts, operators with insights into the sector argue that the real narrative at play is one centered on margin, control and who ultimately captures the most value from a dollar of media spend.
Publicis’ decision to stop recommending The Trade Desk to clients followed an audit that alleged discrepancies in fees, consent and cost transparency.
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