The Trade Desk disabled access to Yahoo’s video inventory on June 17 due to a dispute over how Yahoo labels its media inventory. The Trade Desk's marketplace quality team is dissatisfied with Yahoo’s declaration of its video advertising inventory as in-stream when sold via open marketplaces, arguing that it does not comply with the latest industry standards and is more akin to “accompanying content,” which commands a lower price.
Key Issues
- Dispute Over Labeling: The Trade Desk claims Yahoo's labeling of in-stream ad inventory does not meet industry standards.
- Negotiations: Ongoing discussions between the two companies have yet to resolve the issue.
- Potential Repercussions: If unresolved, The Trade Desk will further restrict access to Yahoo’s video inventory, including private marketplace deals, by July 1.
Statements and Reactions
- The Trade Desk: Emphasizes adherence to industry standards and has informed clients about blocking incorrectly declared inventory.
- Yahoo: Disagrees with The Trade Desk’s interpretation of IAB guidelines and feels the timing of the dispute is arbitrary and publicity-seeking. Yahoo has not seen a change in advertiser spend despite the restrictions.
- Industry Insight: Erez Levin, an industry consultant, supports The Trade Desk’s enforcement of IAB video placement standards, noting previous norms needed tightening due to verification difficulties.
The latest IAB guidelines for in-stream video state that video must be set to 'sound on' by default or have clear user intent to watch the content. The video content must be the focus of the user's visit, contrasting with previous, more subjective definitions.
The dispute highlights the complexities of adhering to evolving industry standards and the impact of differing interpretations on business relationships and ad inventory pricing. Both companies are working towards a resolution, but the outcome remains uncertain.
