How TTD's consolidation efforts hurt undifferentiated SSPs

The Trade Desk's consolidation efforts are great for advertisers and publishers. Terrible for undifferentiated SSPs.

It's not uncommon for successful companies to reach the point where they are no longer viewed as the underdog but rather as a dominant force in their industry. The Trade Desk is certainly there, and as a result it's facing a new set of challenges.

Additional coverage:

• With all the recent social hubbub, we figured it was time for a bit of a social refresher to get a sense of how marketers are feeling about TikTok, Twitter, Instagram and Facebook as well as the pros and cons of each. More in this Digiday+ Marketing Briefing.
• While major media outlets such as the New York Times, Washington Post and Buzzfeed have publicly stated their plans to not pay for Twitter Blue, esports orgs have gone the opposite way.
• New teams are being formed within BuzzFeed, BridgeTower Media, Forbes, Ingenio and Trusted Media Brands, all dedicated to overseeing AI initiatives.
• VentureBeat is focused on growing events revenue by looking beyond the scope of an event timeline.
• Stagwell's internal innovation competition has awarded $1 million to the 2022 winner, an artificial intelligence platform called Smart Assets.