The Trade Desk and Yahoo are in critical discussions regarding the labeling of Yahoo’s media inventory. The Trade Desk, a major independent demand-side platform (DSP), has warned media buyers that it will cut access to Yahoo’s video content if the issue isn't resolved by June 17. If unresolved, access to all Yahoo video inventory, including private marketplace deals, will be disabled by July 1.
Core Dispute
The conflict centers on Yahoo labeling its video advertising inventory as in-stream in open marketplaces, which The Trade Desk argues does not comply with current industry standards. The DSP’s marketplace quality team believes Yahoo’s definition is more akin to “accompanying content,” which is less desirable for media buyers. Yahoo, however, contends that The Trade Desk’s interpretation of the standards is overly restrictive.
Statements and Positions
- The Trade Desk: A spokesperson stated that they are working to ensure adherence to industry standards and are in discussions with Yahoo to correct the inventory declaration.
- Yahoo: Erin Miller, VP of corporate communications, emphasized that Yahoo supports the latest IAB definition for video placement and has been testing solutions based on The Trade Desk’s interpretation, which have not performed well. Yahoo will not make changes until they are confident it aligns with their standards.
A media executive highlighted that The Trade Desk’s actions underscore their commitment to a transparent and fair marketplace, setting a standard for accountability and ethical practices in digital advertising.
Discussions continue ahead of the June 17 deadline, coinciding with the Cannes Lions Festival of Creativity, where such industry disputes are likely to be a topic of debate.
