The Trade Desk Expands List of Direct Publishers; Without a password makes strange bedfellows

Here’s today’s roundup of AdExchanger.com news… Want it by email? Register here.

The road less traveled

More and more publishers have signed up for OpenPath, The Trade Desk’s direct buy-sell side integration.

Since its launch in February, TTD claims there has been “registered interest” (interesting turn of phrase) in OpenPath from more than 100 vendors.

The latest crop to, uh, register interest includes BuzzFeed, The Los Angeles Times, Forbes, Red Ventures (whose portfolio includes Lonely Planet, CNET and ZDNet) and Mediavine. They join The Washington Post, Condé Nast, CafeMedia, Reuters, McClatchy, Nexstar Digital and Tribune Publishing on the OpenPath list.

Industry insiders speculate that Google stands to lose the most from TTD’s efforts to connect media buyers directly to publisher inventory. As of April 15, TTD stopped transacting through Google’s Open Bidding platform, a header auction alternative that hides the data behind individual ad bids. However, TTD will continue to buy through Google Ad Exchange.

But OpenPath was also widely seen as the Trade Desk encroaching on SSP territory. TTD rejected this assessment in its Releasenoting that it “remains committed to serving advertisers only”, “does not enter into the supply side of digital advertising” and “will not provide supply side services, such as yield management”.

OK.

Speak, friend and enter

Apple, Microsoft and Alphabet [arranged by market cap just to put Google bottom of the heap, so there] set aside competitive tensions and agreed to support passwordless single sign-on for apps and websites.

However, it would be more accurate to say that the companies have agreed to move forward with plans to create a common connection. As in, the product doesn’t exist yet but should be available within the next year, according to a Release.

The W3C and the FIDO Alliance (an organization that promotes authentication technologies that don’t rely on passwords) are where the new standard was developed.

The ability to log in without a password should help eliminate human error that can lead to fraudulent account takeovers. Rather than logging into an app, online store or news site, users would use their fingerprint, PIN or other secure method to unlock their device, while Apple, Google or Microsoft take care of authentication.

It’s a consumer-friendly change, and the cybersecurity folks are cheering. But this is another example of how consumer priorities collide with media and marketing. This change, like Apple’s Private Relay feature, which hides email account information, cleans up first-party business data — not just third-party data that everyone agrees should go.

Debt! It’s so trendy

Remember the subprime mortgage crisis, the auto industry bailout, the runaway student debt? Meet the next financial meltdown looming: the rapidly accumulating debt incurred by American teenagers to buy hastily-made Shein clothes and other crap promoted on social media.

Direct-to-consumer brands and popular influencers, especially on TikTok, rely heavily on buy-it-now, pay-later (BNPL) services as a way to iron out any creases in the checkout process – that is- ie to prevent people from reconsidering purchases they shouldn’t be making.

According to a report by SFGATE.

BNPL services present themselves as budgeting tools and are not regulated like lenders or credit card companies. But debt is debt, all the same. And since BNPL services have immediate, frictionless sign-ups and aren’t technically classified as lenders, people feel more comfortable taking out larger loans – which is actually part of the land.

“We’re seeing larger basket sizes, larger purchases, compared to what they would put on their debit and credit cards,” says Libor Michalek, president of Affirm, a major BNPL company and lead partner linked to Facebook and Instagram since a partnership. in 2019.

But wait, there’s more!

Broke: Break Big Tech. Woke: dismantle big ads. [Gizmodo]

Search logs, location data, SMS: how personal data could be used to enforce anti-abortion laws. [CNN]

WPP and Epic Games are partnering to accelerate innovation for Metaverse customers. [release]

McKinsey: How American consumers feel, shop and spend — and what that means for business. [blog]

DISQO acquires Feedback Loop, which offers customers feedback and testing technology. [release]

Havas is the first agency to offer a new certification training in advertising ethics. [Adweek]

Holy ship! Shopify is acquiring delivery and logistics company Deliverr for $2.1 billion. [release]

Open Web Movement: UK regulators must now exercise existing powers as the plug can be removed from the Digital Markets Unit. [release]

You are engaged!

Adobe promotes Ehren Hozumi to general manager and vice president of industries for Adobe Experience Cloud. [LinkedIn]

Freestar appoints Matt Whaley as its first-ever COO. [blog]

Audio streaming service TuneIn hires Tom Fueling as CFO. [release]