The Trade Desk holds fire on full Yahoo suspension

According to sources, media buyers can still buy Yahoo video inventory using The Trade Desk following a weeks-long dispute, including marketplace suspensions.

While exact details remain unclear, a gap has seemingly been narrowed over how video advertising inventory is represented, even after an earlier July 1 deadline. Last month, the industry’s largest demand-side platform began notifying buyers, informing them it was considering moves to limit access to Yahoo’s inventory.

The DSP proposed the measure to resolve a disagreement over Yahoo’s representation of its video ad space – pending further negotiations. Hence, on June 17, Yahoo’s access to The Trade Desk’s buyer demand for video inventory on the open market was initially throttled.

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