We’re thrilled to announce our new partnership with global advertising leader, The Trade Desk! This integration builds upon a mutual goal of bringing transparency and optimization to the automated media-buying supply path.
We’re thrilled to announce our new partnership with global advertising leader, The Trade Desk! At its core - this creates the most direct path between advertisers and publishers by removing intermediaries that may create additional costs and inefficiencies for advertisers. With 97% of the top 100 advertisers already using indirect paths to buy Connatix, this integration builds upon a mutual goal of bringing transparency and optimization to the automated media-buying supply path.
Improving the efficiency and impact of ad spend is a win-win for both advertisers and publishers. With our pipes now connected, brands will see better video ad performance & reduced waste within their programmatic ad spend, and publishers will benefit from more direct and efficient spend allocation - but that’s not all. Here’s a breakdown of the key benefits this partnership will bring brands and publishers:
Being able to access the most direct supply path is a key driver of performance in digital advertising. This partnership offers brands the clearest and most efficient path to the player, giving them more control, a deeper understanding of their campaigns’ efficacy, greater insight into bidstream and, site-level data, and improved access to premium video inventory.
For publishers, the integration reduces friction and fees as they can now set deal IDs directly from their player. Inventory demand flows seamlessly, channeling more dollars to valuable quality content and providing better visibility of their site to the buy-side.
When an ad has to travel through layers of technology before reaching the page, cost efficiency and performance are likely to take a hit. Integrating with The Trade Desk cuts down on intermediaries that indirectly represent and duplicate inventory, ensuring advertisers never pay excess fees or unknown charges for access. This also mitigates the potential for spend being lost due to technical errors when many layers of technology are trying to speak to one another.
With advertisers spending less on fees and more on working media, publishers will see higher CPMs and more sustainable revenue over the long run.
Last but certainly not least, this integration with The Trade Desk helps advertisers drive optimal results for their video campaigns. Once buyers opt into Connatix in their The Trade Desk Supply Vendor rail, they will immediately be able to reach key audiences, reduce their ad tech fees, and see improvement in video performance. Everyone involved benefits.
The Trade Desk is the latest company to integrate with Connatix, bringing ad buyers closer to inventory supply. Other platforms we’ve directly partnered with include Centro, Beeswax, Amobee, and Xandr. Please reach out to learn more!
To ensure you are benefitting from the direct integration, please check that your ‘Supply Vendor rail’ is set up to include Connatix and speak to your TTD account team to confirm. As always, feel free to reach out and connect with the Connatix team for assistance.