In ad tech, labels aren’t just cosmetic. They define how the market sees itself. The Trade Desk’s latest turn shows just how much weight a name can carry.
For years, SSPs were cast as the critical pipes carrying publisher inventory into demand platforms. Now, The Trade Desk has decided those pipes are just resellers — middlemen moving ad inventory at arm’s length rather than direct conduits between buyers and sellers.
Earlier this month, it made that reclassification official.
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