Sponsored: Trade Desk exec calls for shared proof standards in programmatic data

Key points

• Sponsored opinion piece by The Trade Desk's chief commercial officer, arguing purchase and intent data should anchor planning, targeting and measurement.
• Retailers, card networks and loyalty platforms use different taxonomies, latency and methods, so partners can report conflicting campaign results.
• Proposed fixes include shared conversion definitions, checkable interoperability between audience and measurement partners, and disclosed methodology.
• The author says the needed infrastructure already exists, and the gap is agreement among partners on what counts as proof.

Why it matters for marketers: Marketers reconciling conflicting lift reports should ask partners for shared conversion definitions and disclosed methodology before consolidating budgets.