#United States #California #Disney #The Trade Desk #Deal Desk

The Trade Desk Launches Innovative 'Deal Desk' for Enhanced Digital Advertising

In a significant advancement for the digital advertising industry, The Trade Desk, a global leader in ad technology, has unveiled its latest feature, 'Deal Desk.' This innovative tool allows advertisers to manage strategic one-on-one deals and upfront contracts with publishers on the Kokai platform. With Deal Desk, both advertisers and publishers gain unprecedented transparency and insights on deal performance, quality, and delivery pace. Furthermore, it offers alternative options for premium inventory on the internet, especially when performance expectations are not met.

Digital advertising deals between advertisers, publishers, and inventory aggregators account for a substantial proportion of programmatic ad spending. However, a lack of visibility regarding impression quality and delivery pace has often led to disappointing outcomes. Deal Desk leverages advanced AI technology, marking an industry-first initiative to empower advertisers and publishers by providing them with the necessary insights to optimize campaign performance. Additionally, it offers advertisers options for premium internet advertising inventory in marketplaces like the open market and 'Sellers and Publishers 500 Plus.'

Will Doherty, Senior Vice President of Inventory Development at The Trade Desk, stated, "At The Trade Desk, we are committed to enhancing the supply chain for digital advertising in the open internet. Improving deal performance is a core part of this effort. Previous deals have fallen short of the advances in AI and transparency and have not met the standards required by sophisticated media buyers and sellers. Deal Desk is a long-awaited innovation for the industry and will contribute to the development of strategic relationships between advertisers and premium publisher partners."

Key Features of Deal Desk

The Deal Desk encompasses several groundbreaking features and innovations:

• - Deal Quality Scores: Advertisers can utilize Deal Quality Scores to understand the value and quality of their deals. They will gain insights into when their deals can uniquely contribute to campaign value and when they can achieve better value in the open marketplace.

• - Publishers’ Inventory Insights: Publishers can leverage new APIs or UIs to propose deals based on rich metadata and clearly defined conditions tied to their inventory. By using the same Deal Quality Scores as advertisers, they can understand their inventory's market positioning and gain practical insights to enhance deal value.

• - Automated Deal Activation and Prioritization: The Deal Desk automates deal activations and prioritizations, reducing the time spent troubleshooting delivery pace issues. This allows both advertisers and publishers to concentrate on strategic analyses and optimizations.

• - Deal Expansion and Cancellation Features: New functionalities allow advertisers to easily add relevant inventory even when initial delivery conditions are challenging while ensuring mutual accountability.

Among the publishers already adopting Deal Desk for private marketplace deals is the industry leader Disney. Jamie Power, Senior Vice President of Addressable Sales at Disney, remarked, "As more buyers transition to bid-based activation, we focus on providing the tools, access, and flexibility that advertisers need to succeed. We have always prioritized our advertisers, and our partnership with The Trade Desk ensures optimal performance and efficiency in light of evolving buying methods."

The beta version of Deal Desk is expected to launch in the third quarter of 2025.

For more details about Sellers and Publishers 500 Plus, please refer to the official site.

About The Trade Desk
The Trade Desk is a technology company supporting advertising buyers. Through its self-service, cloud-based platform, advertisers can create, manage, and optimize digital ad campaigns across various formats and devices, including PCs, mobile devices, and connected TVs. By connecting with major data partners, inventory partners, and publisher partners, The Trade Desk ensures maximized reach and operational efficiency while enabling customization through its Enterprise™ API. Headquartered in Ventura, California, The Trade Desk maintains offices in the U.S., Europe, and Asia. For more information about The Trade Desk, visit https://www.thetradedesk.com/jp or follow us on Facebook, Twitter, LinkedIn, and YouTube.