Advertisers are requesting new deal terms with the major streaming TV companies ahead of this year's spring ad haggle, including how brands spend through programmatic platforms. In some cases, brands and ad agencies are asking streaming publishers to let The Trade Desk be part of the deals, according to advertising and media leaders.
The Trade Desk, a demand-side ad platform that works closely with brands to buy inventory online, is becoming a more important player in upfront negotiations, said one digital media buyer from a top brand, a sign of the increased automation in connected TV advertising.
“We are doing some tests with The Trade Desk on connected TV, and actually with their retail arm,” this media buyer said. The buyer spoke on condition of anonymity because of the sensitive nature of upfront negotiations. The “retail arm” of The Trade Desk funnels money into retail media networks that are proliferating online. “The money that we’re spending with The Trade Desk, we’re baking into our deals this year. That money should count toward any sort of upfront commitment, and that was not necessarily true in the past. So that allows us a little bit more flexibility and agility than we’ve had previously.”