The Trade Desk is set to launch Deal Desk, a feature aimed at improving the efficiency of the Deal ID system in programmatic media trading. SVP Will Doherty highlighted that 90% of Deal IDs fail to scale, contributing to significant revenue loss. The new hub will streamline PMP management by organizing deals and ensuring correct metadata input, which is expected to enhance success rates. The initiative addresses the operational burdens that traders face in deal management, transforming inefficient practices into a more manageable system.
"About 90% of the Deal IDs that are set up and sent to The Trade Desk will never scale... they’ve effectively failed."
"There seemed to us to be an urgent need to upgrade the system in order to have a more successful and less operationally cumbersome system."
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