The Trade Desk launches Deal Desk to improve transparency
Global adtech platform The Trade Desk has announced the launch of Deal Desk, a new component of its Kokai platform that aims to bring greater visibility and accountability to private marketplace (PMP) deals – direct, pre-negotiated programmatic deals between advertisers and publishers or aggregators.
The AI-powered tool introduces a Deal Quality Score, giving advertisers insight into how each deal performs in terms of value, pacing and inventory quality. It also highlights premium alternatives across open marketplaces when deals underdeliver.
Advertisers can now assess whether their deals are contributing to campaign goals or if better options exist elsewhere, while publishers can view the same score and receive recommendations to help improve performance. The tool also automates deal activation and introduces built-in mechanisms for expansion or cancellation when delivery issues arise.
'The Trade Desk is committed to improving the supply chain for digital advertising on the open internet, and improving deal performance is a vital element of this work,' said Will Doherty, SVP, Inventory Development, The Trade Desk. 'Deals have not kept pace with advances in AI and transparency that savvy media buyers and sellers have come to expect. Deal Desk represents a long overdue innovation for our industry and will help advance the strategic relationships between advertisers and their premium publisher partners.'
While PMPs still account for a large share of programmatic spend, many lack visibility into performance metrics — a gap Deal Desk aims to fill. The platform also supports advertisers shifting towards biddable activation, where deals are made available in real-time auctions rather than fixed contracts.
Initial publishers who have adopted Deal Desk for their private marketplace deals include industry leaders such as Disney.
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Campaign ME
a day ago
- Campaign ME
The Trade Desk launches Deal Desk to improve transparency
Global adtech platform The Trade Desk has announced the launch of Deal Desk, a new component of its Kokai platform that aims to bring greater visibility and accountability to private marketplace (PMP) deals – direct, pre-negotiated programmatic deals between advertisers and publishers or aggregators. The AI-powered tool introduces a Deal Quality Score, giving advertisers insight into how each deal performs in terms of value, pacing and inventory quality. It also highlights premium alternatives across open marketplaces when deals underdeliver. Advertisers can now assess whether their deals are contributing to campaign goals or if better options exist elsewhere, while publishers can view the same score and receive recommendations to help improve performance. The tool also automates deal activation and introduces built-in mechanisms for expansion or cancellation when delivery issues arise. 'The Trade Desk is committed to improving the supply chain for digital advertising on the open internet, and improving deal performance is a vital element of this work,' said Will Doherty, SVP, Inventory Development, The Trade Desk. 'Deals have not kept pace with advances in AI and transparency that savvy media buyers and sellers have come to expect. Deal Desk represents a long overdue innovation for our industry and will help advance the strategic relationships between advertisers and their premium publisher partners.' While PMPs still account for a large share of programmatic spend, many lack visibility into performance metrics — a gap Deal Desk aims to fill. The platform also supports advertisers shifting towards biddable activation, where deals are made available in real-time auctions rather than fixed contracts. Initial publishers who have adopted Deal Desk for their private marketplace deals include industry leaders such as Disney.
Martechvibe
2 days ago
- Martechvibe
The Trade Desk Launches Deal Desk
Deal Desk also helps advertisers consider premium internet alternatives in the open market or in premium marketplaces such as the Sellers and Publishers 500 Plus. The Trade Desk has launched Deal Desk, a new feature within its Kokai platform, designed to help advertisers manage one-to-one deals and upfront agreements with publishers. Deal Desk offers both advertisers and publishers greater visibility into deal performance, quality, and pacing, and highlights alternative inventory options when existing deals are not meeting expectations. Deal Desk leverages advanced AI to help advertisers and publishers understand deal performance, so that they can address campaign optimisation. Deal Desk also helps advertisers consider premium internet alternatives in the open market or in premium marketplaces such as the Sellers and Publishers 500 Plus. 'The Trade Desk is committed to improving the supply chain for digital advertising on the open internet, and improving deal performance is a vital element of this work,' said Will Doherty, SVP, Inventory Development, The Trade Desk. 'Deals have not kept pace with advances in AI and transparency that savvy media buyers and sellers have come to expect. Deal Desk represents a long overdue innovation for our industry and will help advance the strategic relationships between advertisers and their premium publisher partners.' ALSO READ: LG Electronics South Africa Launches Online Store for Convenient Shopping Deal Desk's Features and Innovations: Advertisers can inspect the health and value of their deals, using Deal Quality Scores to understand when a deal offers unique value for their campaigns and when they can find better value in the open marketplace. Publishers can use new APIs or a UI to propose deals with detailed metadata and clear terms. They also have access to Deal Quality Scores to understand demand and get recommendations to improve deal value. Deal Desk will help automate deal activation and prioritisation so that both advertisers and publishers can spend less time troubleshooting pacing and more time on strategic analysis and optimisations. New built-in expansion and cancellation features create mutual accountability and help advertisers easily include more relevant inventory when a deal is unable to deliver within the original terms. 'As more buyers shift toward biddable activation, we're focused on ensuring they have the tools, access, and flexibility they need to drive results,' said Jamie Power, SVP of Addressable Sales, Disney. 'We continue to put our advertisers first, and our relationship with The Trade Desk reflects our commitment to meeting advertisers where they are and evolving how we transact to deliver greater efficiency and performance.' 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VISIT WEBSITE Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime. VISIT WEBSITE Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities. VISIT WEBSITE Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem. VISIT WEBSITE Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform. VISIT WEBSITE Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle. VISIT WEBSITE OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences. VISIT WEBSITE Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale. VISIT WEBSITE Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases. VISIT WEBSITE Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market. VISIT WEBSITE Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle. VISIT WEBSITE HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals. VISIT WEBSITE Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales. VISIT WEBSITE Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics. VISIT WEBSITE Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage. VISIT WEBSITE Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio. VISIT WEBSITE
Campaign ME
4 days ago
- Campaign ME
WPP Media expands Open Intelligence, reveals retail and media partners
WPP Media has expanded its Open Intelligence data solution, offering the industry a large marketing model (LMM) trained to understand and predict audience behaviour and marketing performance based on patterns derived from trillions of signals from datasets that reveal how people engage with content, brands, platforms, and products in real time. Open Intelligence allows brands and marketers to build custom AI models enhanced with their own first-party data and fine-tune them according to their strategic business goals. Retailers connected to Open Intelligence maintain full data sovereignty and platform control, while unlocking new monetisation opportunities through privacy-preserving model collaboration. Simultaneously, WPP Media has also announced partnerships designed to connect both sides of the media ecosystem: commerce and content. Retail media – on the commerce side – has quickly evolved to become central to consumer marketing strategy; while premium media owners and supply-side platforms are reshaping content monetisation through advancements in streaming, audio, digital and TV environments. 'Disney Advertising has led the industry in data collaboration for over a decade, setting a new standard with the launch of Disney Compass – our proprietary data collaboration and measurement platform,' said Dana McGraw, SVP of Data and Measurement Science at Disney. 'As we continue to push the industry forward, collaborations with agencies like WPP Media allow us to scale that vision – connecting the most valuable insights to the most premium inventory, with precision, performance and purpose,' McGraw added. The challenge that needs to be addressed The marketing era of old is evolving: Sequential journeys, broad demographic bets and probabilistic predictions have collapsed under the weight of fragmentation, regulation and rapidly evolving consumer behaviour. Touchpoints are now infinite and fluid, journeys no longer linear, and the funnel has flattened into a loop of constant consideration and immediate action. Brands face a choice: adapt or get outflanked. Retail is no longer just a sales channel – it's become the strategic heartbeat of consumer marketing. And media no longer just distributes content – it shapes the entire commerce experience. With dominant walled gardens, fragmented signals, and rising privacy obligations, marketers and media owners alike need a new way to win. WPP Media Open Intelligence: Solving for both brands and retail partners WPP Media's Open Intelligence aims addresses the most significant issues faced by both retail partners and client-side marketers today. For brands: The proliferation of commerce data providers and the exponential growth of retail media did not come without growing pains. Often finding themselves signal rich and insights poor, brands face extreme fragmentation of data access, metric and measurement inconsistency, and significant lag between insight and activation. As part of its latest announcement, WPP Media has revealed partnerships with premium media platforms and brands such as Disney, Dotdash Meredith, and NBCUniversal, as well as adtech players such as Criteo, Index Exchange, Magnite, PubMatic, The Trade Desk, and Yahoo DSP. 'Harnessing the power of AI-driven insights is revolutionising how brands connect with audiences. Through our collaboration with Open Intelligence, and building on our longstanding partnership with WPP Media and Choreograph, PubMatic is proud to help deliver predictive, privacy-centric solutions that drive real business outcomes and set a new benchmark for innovation in digital advertising,' said Kyle Dozeman, Chief Revenue Officer, Americas, Pubmatic. Open Intelligence aims to empower brands to: Derive business insights quickly, directly, and through a single point of access. Reach retail audiences generated with precision, not probability, across the digital marketing ecosystem. Transition from insight to activation to measurement. For retail partners: The shift away from panel-based and probabilistic data created an opportunity to take control of the wealth of loyalty-anchored purchase data that runs their business to develop new, high-margin revenue streams. However, cementing retail media as the preferred approach for awareness and consideration marketing objectives is still largely uncharted territory; significant resources are required for retailers to evolve into fully-formed media owners and publishers. As part of its latest announcement, WPP Media has revealed the first wave of retail integration partners, including Criteo, DICK's Sporting Goods, and Ocado Ads. Jack Johnson, Head of Retail Media and Data at Ocado, said, 'Our partnership with WPP on Open Intelligence signifies Ocado Ads' commitment to maximizing the potential of our comprehensive customer data. We're excited to partner with WPP to offer the sophisticated targeting, measurement, and personalization capabilities that will enable advertisers to achieve their goals.' Retail partners participating in Open Intelligence will be able to: Meet the expectations of today's consumer brands by making retail insights more readily digestible and actionable to full-funnel marketers Preserve their 'platform sovereignty' and customer trust by using privacy-focused infrastructure to effectively govern proprietary retailer data Reach the largest global network of CPG and FMCG advertisers when and where they plan and activate their full-funnel advertising to capture that demand These initial partners represent several key players in global retail and retail media. They, and others, will help to power Open Intelligence with signals and commerce data that are: Deterministic – Tied to real transactions. – Tied to real transactions. Diverse – Spanning purchase, sales channel, demographic, brand-and-category loyalty, operational data. – Spanning purchase, sales channel, demographic, brand-and-category loyalty, operational data. Accountable – With closed-loop measurement to prove ROI. Collectively, these organisations play a central role in the way content is distributed and monetised across streaming, audio, television and programmatic channels. WPP Media Open Intelligence: Benefits for advertisers and media owners The addition of these partners further strengthens the power of WPP Media's Premium Supply offer and AI-data solution, allowing advertisers to leverage predictive intelligence based on high quality publisher data. Clients leveraging Open Intelligence will now be able to: Reach audiences before their competitors, based on early intent signals Connect with audiences in trusted environments and mutually beneficial contexts Improve campaign performance with custom AI models optimized to drive specific business outcomes Reduce reliance on third-party data and identity-based targeting Marketers will also be able to realise the predictive intelligence benefits of Open Intelligence across channels. For example, predicting which connected TV viewers will be most likely to visit a car dealership after seeing an ad; identifying podcast listeners actively shopping in specific categories; surfacing high-intent audiences in premium editorial environments; and enabling real-time bidding based on purchase probability. Because this data is connected within secure, decentralised environments enabled by WPP Open and InfoSum's multi-party technology, both advertisers and publishers maintain control over their data without sacrificing signal quality or being forced to choose between privacy and performance. Similarly, Open Intelligence also enables connected media owners to maximise the value of their first-party data and inventory by: Building predictive audience segments from real-time behavioral patterns Connecting multiple data sets in real time without sharing data Packaging inventory based on intent, relevance, and performance potential Enhancing campaign performance, while preserving platform control and user privacy These capabilities offer a new way for publishers to maximise the value of their inventory by offering advertisers performance-based media products, not just reach-based inventory. Open Intelligence will roll out to WPP Media clients in a phased approach over the course of 2025.
