Some publishers are frustrated with The Trade Desk's recently released list of top premium publishers, feeling it unfairly favors connected TV (CTV) streamers and subscription-funded publishers. Jason Tate from MediaNews Group & Tribune Publishing described the exclusion of many local news publishers as "almost a slap in the face." The list is part of The Trade Desk's shift towards promoting the "premium internet" but has sparked debate on whether a tech firm should determine media quality.
Key Concerns
- Bias Towards CTV and Subscription Publishers: Critics argue that the list perpetuates inequalities in programmatic advertising by favoring CTV and subscription-funded publishers.
- Exclusion of Local News: Many local news publishers were left out, although the Chicago Tribune was included.
- Methodology Issues: The criteria used, such as clean supply paths and viewability, are seen as inherently biased against web publishers. CTV ads naturally have higher viewability and no ad refresh rates, making comparisons unfair.
- Technical Criteria: Publishers are frustrated with being evaluated on technical metrics that constantly change, arguing that success should be measured by valuable audiences.
Industry Reactions
- Wayne Blodwell, CEO of Impact Media: Criticized The Trade Desk for acting as an arbiter of media quality, stating that a tech company should not make these decisions.
- Paul Ripart, Prisma Media: Pointed out that the list is not very useful since buyers already know the leading TV companies. He suggested separating lists into CTV and display inventory.
- Anonymous Publishing Source: Acknowledged the value in the SP500+ list but noted that it feels like a marketing move to associate with great brands.
Future Implications
- SP500+ List: The Trade Desk plans to release the SP500+ list as a buying tool, which will include local news and diverse publishers.
- Publisher-Centric Products: There is a concern that publishers need to adopt The Trade Desk’s products like UID2 and OpenPath to make the list, which some see as problematic.
In summary, while The Trade Desk's list aims to highlight premium publishers, it has sparked significant debate over its fairness and the role of tech companies in determining media quality.
