The Trade Desk's 'premium internet' shift stirs concerns among publishers over ad dollar allocation

The Trade Desk’s ‘premium internet’ shift stirs concerns among publishers over ad dollar allocation

The Trade Desk reassures that minimal authentication can still attract ad dollars, but many publishers remain skeptical of relying on UID 2.0 and ceding control over their data.

Additional coverage:

• Amazon continues to make a concerted effort to “elevate” its pitch to advertisers. More in this Digiday+ Marketing Briefing.
• Intrinsic in-game advertising has not yet become a default inclusion in many brands’ marketing budgets. To get inside premium titles, marketers have instead invested in bespoke immersive brand experiences.
• What started as a part-time, pandemic-induced pregnancy journey vlog has turned into a family business for social media creators Lazara Miranda, Benny Martin and their three boys. We talked to them in the second episode of the Digiday Podcast Creators series.
• Brands have used events as a way to generate consumer interest in their products for years. As new event strategies continue to emerge, Digiday+ Research looked at the current events landscape.