Reading Time: 6 equilibrious minutes. What’s going on? Never a dull moment in Programmatic Land. Starting this month, The Trade Desk is no longer letting publishers (and their SSPs) dictate floor prices to influence bids. “The Trade Desk is now sending out all bids on behalf of its clients whose campaigns match the inventory up for sale, even if their bids are below the price point at which publishers and SSPs value the inventory
Interesting point on measuring attentive seconds vs impressions. What (if anything) do you thinks get the ecosystem to move to this? Do you think 3 years from now we'll be in the same place?
I think it is already moving. Attention metrics are past the hype cycle bump and moving past early adopters. That said, I think usage of attention data in bidding still early days but it will get there.
Interesting point on measuring attentive seconds vs impressions. What (if anything) do you thinks get the ecosystem to move to this? Do you think 3 years from now we'll be in the same place?
I think it is already moving. Attention metrics are past the hype cycle bump and moving past early adopters. That said, I think usage of attention data in bidding still early days but it will get there.