Does the open web have a glass ceiling?

'Big Six' holding companies appears to be quickly losing faith The Trade Desk (TTD). Publicis is no longer recommending the demand side platform to its clients, Dentsu and WPP abandoned Openpath and Omnicom has reportedly commissioned an audit of its relationship with the company – but why?

On this episode of the Performance Marketing Unlocked podcast, PMW's Senior News Reporter Bethany Lee joins host Joe to discuss what these changes mean for the broader programmatic landscape and whether or not operating in the open web puts a ceiling on a company's success.

Also, the pair discuss ChatGPT Ads' ongoing advertising trial. Early returns are in and measurement appears to be the biggest hurdle for advertisers, but what do consumers think of the new format – and does it matter?

This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.

~ Episode breakdown ~

(2:36) What next for the open web?

(10:01) Is ChatGPT playing measurement catch-up?

(20:10) Why ads in ChatGPT has to work for OpenAI

~ Further reading ~

Omnicom commissions audit of The Trade Desk

Why are holdcos turning on The Trade Desk?

‘We have a responsibility to our clients’: Publicis explains The Trade Desk pull back

‘It is a paid beta test’: Has ChatGPT Ads jumped the gun?

‘Still finding its feet’: Underwhelming early returns for ChatGPT Ads

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