The Commerce Desk has at all times positioned itself as an underdog and challenger, and the advert tech neighborhood has appreciated its stands in opposition to its Large Tech adversary, Google.
However since The Commerce Desk is now a market chief in its personal proper, impartial advert tech and publishers are studying what it looks like when The Commerce Desk throws its weight round.
It’s one factor for The Commerce Desk to say no to purchase by way of Google’s open bidding; it’s one other when The Commerce Desk preferences some provide (SP500+, OpenPath), makes supply-path selections that reroute site visitors away from some publishers and SSPs or creates another ID and has the facility to encourage its adoption.
Advert tech leaders from Lotame CEO Andy Monfried to Viant COO Chris Vanderhook have complained on social media about The Commerce Desk’s market dominance.
On this week’s podcast, we unpack among the complaints in opposition to The Commerce Desk and the way its function is evolving within the impartial advert tech area. How ought to The Commerce Desk reply to its critics?
“Personally, I feel The Commerce Desk ought to lean in,” Senior Editor James Hercher says. When its actions frustrate its friends, he notes, it’s as a result of The Commerce Desk is making strikes to scrub up the programmatic ecosystem. “They’re cleansing up finally. That’s going to materialize as frustration within the ecosystem, however it’s in all probability a superb pattern.”
Plus: An replace on Google Chrome’s person alternative mechanism and particulars from the entrance strains of Promoting Week New York.
