Digiday Programmatic Media Summit. Catherin Patterson. The Trade Desk.
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The document discusses progress made in eliminating ad fraud but emphasizes that more work remains. It highlights that supply side platforms are actively working to solve fraud issues. It also notes that ads.txt adoption needs to increase and calls on the industry to continue finding solutions that can eliminate fraud entirely. The key messages are that meaningful progress has been made due to collective efforts but that the industry must keep pushing forward to fully address ad fraud.
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Digiday Programmatic Media Summit. Catherin Patterson. The Trade Desk.
- 6. Key Take Aways • We’ve come a long way and have a lot to look back and be proud of. Now is not the time to pull back. • SSPs are coming to the table and scrappier than ever • As an industry we need to continue to talk about solutions that eliminates fraud entirely • Ads.Txt holds promise — we still need adoption • We need your help. The progress we’ve made is only because voices got louder. It is up to all of us to push this forward
- 7. Catherine Patterson, Senior Director of Inventory Partnerships Catherine.Patterson@thetradedesk.com
Editor's Notes
- Intro: personal and TTD: largest, independent DSP – focused on buy side I’ve been in this business 8 years now, unbelievable changes - first heard DSP: gone in 6 mo Thanksgiving corner: gratful that wasn’t the case, but als talk about grateful I am about what we've accomplished core of that: progress 3 yrs ago: asking panelists: why programmatic? My answer to that
- my answer, still automated Choice advs want power to choose which impression, how much Do this on a Site, size, format, screen basis using data and specific KPI beyond what we envisioned 20 years ago, no denying efficacy of choice Thankful we not longer have to answer that question – where we’re still stuck
- Went home few years ago: mom pics, Yes, Chelsea Clinton hair, free t-shirts… moved past this All a little older and wiser. lived through the terror of the screenshot on not safe gif, viewability scores low teens Industry stuck on challenges too. Still talk about them to ensure it doesn’t happen again - hair analogy Have solutions now. Better algo, appropriate goals, 3P tech built in, Biggest challenge is transparency. Holidays: sleep in, 2 c. coffee, -happier, at ease, spend more time together How do we get advertisers there with programmatic? Transparency Thankful to ssps and pubs leaning in 2major steps: FRAUD: always partnered with and continue to offer 3P Behind solution: fraud end, no threshold whiteops: collocate, no budgets leave platform that could be SIVT ADS.TXT: involved with IAB since beginning, one of few DSPs taking a stance here tomorrow blocking for TESTED VERIFIED and FINALIZED files adoption is good but need your help SSPs: market only auth'd biggest steps we've seen to clean up the supply chain Put your money to those who add value and are part of the solution Get back to focusing on our progress
- Grateful that as these challenges arise, we continue to grow. engage consumers across all points in their journey choose which screen, what time, what content from in-text on your mobile phone, to audio as you're walking to work, to CTV on the biggest screen in the house Tell a story like never before, by choosing each point This is the power and promise of programmatic: 2018: respond to the call for transparency that allows us to focus on that promise not our awkward years.
- Let's do this don't pull back need help of partmers, elminate all fraud, adoption and growth of ads.txt Now isn't the time to flinch. Let's push through this together. Finally, Grateful that we have partners like you in this room where we can all get there.