Apple blocks The Trade Desk: Adtech leaders react

Excerpt from Mediashotz' Apple blocks The Trade Desk: Adtech leaders react

Apple’s move to block a key domain used by The Trade Desk in Safari has reignited debate over the growing power of platform owners to shape the digital advertising ecosystem.

The change has raised concerns over campaign reach, publisher revenues and the wider implications for the open internet, while putting renewed focus on the balance between user privacy and the ability of advertisers and publishers to operate across the web.

We asked industry leaders what Apple’s move means for advertisers, publishers and adtech — and whether it points to a bigger problem for programmatic advertising.

James Macdonald, Co-Founder & CRO, Limelight Inc:

“This raises a much bigger question than what happens to The Trade Desk. If a platform owner can determine which parts of the programmatic ecosystem are able to reach users on its devices, with limited visibility into how those decisions are being made, it creates real uncertainty for everyone else.

“The industry can adapt to tougher privacy standards, and it has done so repeatedly. What is much harder to plan for is infrastructure changing without clear, predictable rules.

“For publishers, agencies and adtech businesses, that makes independence, transparency and control over their technology choices increasingly important.”