Lesson #10
15th Anniversary
May 23
David DeHart – Adtaxi Sr. Director, RTB
In the early days of building our programmatic team, our DSP strategy was fragmented — we were using multiple platforms for different purposes: two DSPs for video, over three for mobile, and AppNexus for the majority of our display campaigns. The Trade Desk (TTD) was only a small part of our mix at the time.
But we recognized the need for change. We saw the potential in TDD early on and made a strategic decision to consolidate nearly all of our programmatic efforts under their platform. That move proved transformative. It brought significant gains in operational efficiency, improved productization, and created a more unified, scalable foundation for our team.
More importantly, it solidified our relationship with TTD. As one of their earliest agency partners, Adtaxi played an active role in shaping their product through ongoing feedback — a partnership that continues to deliver value today for us and our clients.
Looking back, had we not consolidated and aligned ourselves with the right partner, I don’t know how far behind our peers we’d be today.
Ready to update your digital marketing strategy and build your business?
Our experts are here to help.
