Two weeks ago, The Trade Desk launched a product called Audience Unlimited, which, not to put too fine a point on it, dramatically decreases the price for data from its marketplace sellers.
So why do data sellers agree?
“Because data providers realize that their data provides a lot of value, but they also want to be auto-applied or always-on marketing no matter the campaign,” TTD COO Samantha Jacobson told me after the announcement. “So from a data provider perspective, they would rather receive less revenue on a per impression basis and make it up in scale.”