Today, The Trade Desk announced the launch of a new certified service partner program, welcoming Goodway Group as the inaugural partner for the program. The aim of the program is to meet the needs of small and medium-sized businesses by allowing partners like Goodway Group to offer self-service access into The Trade Desk’s DSP.
The program allows SMBs entry into affordable programmatic ad channels as digital media like CTV, as well as evolving channels like DOOH, make ad campaigns more fluid and performance driven.
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Why we care. There has been a proliferation of ad opportunities on CTV through new streaming services and ad-supported video on demand (AVOD). This will likely increase as premium streaming subscribers max out on a la carte pricing for multiple services, as well as price hikes and password sharing crackdowns by streamers like Netflix.
Within this larger consumer trend, there is a place for ads, and an opportunity for SMBs to reach households and engaged viewers in these situations. But, it all requires a lower price model on the adtech side for marketers at smaller organizations to get into this game. Once in, however, they can prove the ROAS with performance and audience data via The Trade Desk’s DSP.
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