Don’t blame The Trade Desk

Don’t blame The Trade Desk

The trend of “curated” marketplaces has been further reinforced by The Trade Desk’s announcement of their SP500+ marketplace and their ranking of the “best of the open internet” 100 websites.

As per TTD’s own description, the SP500+ “is a dynamic marketplace, with publishers following in and out based on their quality. That's because the SP500+ is actively managed by The Trade Desk. They're constantly reviewing the list, their processes, and improving technologies.”

Translation: The Trade Desk will decide who is in and who is out.

Why is this annoying on a personal level, and what are the pros and cons, depending on what side of the fence you are on in the industry?