On Tuesday, The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.
Will Doherty, TTD’s SVP of inventory development, told AdExchanger he expects all of TTD’s sell-side partners, whether connecting directly or via an SSP, will eventually use the PDP API as their standard for transacting deals via The Trade Desk.