The Trade Desk signs deal to scan every ad impression pre-purchase

As part of this initiative, White Ops and The Trade Desk will co-locate servers and data centers in North America, Europe and Asia, to scan every biddable ad impression in real-time. This practice is common with high-frequency trading in the financial markets where every millisecond counts. When a non-human impression, known as Sophisticated Invalid Traffic within the advertising industry, is identified ...continue reading

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Trade Desk Responds to P&G’s Pritchard’s Call to Action, Takes Shot at Google

Seven months ago, Procter & Gamble Chief Brand Officer Marc Pritchard–arguably the world’s most influential marketer–pronounced that “the days of giving digital a pass are over. It’s time to grow up. It’s time for action,” during a talk at the Interactive Advertising Bureau’s Annual Leadership Summit in Florida. Today, it appears Pritchard’s call to arms is coming to fruition. ...continue reading

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