As the trend of programmatic planning, a large part of the budget has been concentrated around transaction IDs. This is a problem because the transaction ID is not smooth to use.
At AdExchanger, Will Doherty, Senior Vice President for Inventory Management at TheTradeDesk, told AdExchanger that about 90% of advertising campaigns using structured trading IDs through the private market cannot scale. Usually these activities cost less than $10 per day.
Solving this frustrating transaction ID failure rate is the main driving force behind TTD's launch of a new product called "Deal Desk" at the IAB Technology Lab Summit in New York last Wednesday.
As part of TTD's Kokai AI-based advertising platform, the trading desk contains a set of APIs so that seller companies can use the technology to set transaction IDs in their own systems without having to go through TTD's demand-side platform account.
Doherty said that the current situation of transaction IDs is that the system that should be fully automated requires a lot of manual troubleshooting.
There are many reasons why the transaction ID budget is not spent: the low winning rate based on the lower limit of the cost per thousand impressions (CPM), the buyer applies too many target parameters to limit the display of any inventory, or the categories used for targeting networked TV (CTV) are mismatched. "These are very basic and obvious things," Doherty told AdExchanger. But advertisers and publishers that integrate new trading desk products should have a more unified transaction ID setting process and classification. The major victory does not come from the improvement of advertising efficiency, nor is it because the transaction ID advertiser fails to spend his budget. Sometimes, private markets simply keep running the same transaction ID until successful, just like constantly refreshing the timeout URL, Doherty said. For TTD, it is really unacceptable to suspend programmatic advertising campaigns to solve a technical problem when communication between the parties is not smooth.
Five or six years ago, when transaction IDs accounted for a minority in expenditures and were novelties, some issues that failed to achieve transaction budgets were easily overlooked.
But Doherty said that the transaction ID "is now the majority". "That's OK," he added, his tone indicating that it doesn't work at all. Although transaction IDs have emerged as the main carrier of programmatic budgets, they are not very popular. "I have not received any objection from either party regarding the view that these transactions or PMPs themselves are in urgent need of technological upgrades."
Source: Adexchanger
