The Trade Desk denies audit failure as Publicis warns clients against platform

The Trade Desk has denied having failed an audit. The platform shared in a statement to MARKETING-INTERACTIVE, that it is aware of the questions related to Publicis' audit process.

"Any notion that TTD failed an audit is not true. In this case, the request included asks for data that would violate customer and partner confidentiality agreements," it said. "We look forward to working with Publicis to provide workable alternatives to this particular request, including information at an even more granular level than requested."

This comes after advertising network Publicis Groupe reportedly advised clients against working with The Trade Desk (TTD).

According to media reports, Publicis sent an email to select clients stating that The Trade Desk had failed an audit conducted by a third-party consultant. The audit evaluated the platform’s fee structures, as well as media and data spend.

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Publicis had reportedly alleged that the platform applied its DSP fees to additional charges and billed the agency and some of its clients for tools they were automatically opted into, without authorisation. It also reportedly claimed that The Trade Desk did not provide sufficient information for auditors to verify that media and data costs were invoiced at cost, without mark-ups, as per their agreement.

The reports added that Publicis had engaged in discussions with The Trade Desk’s leadership but was unable to reach a satisfactory resolution. As a result, the network said it could “no longer recommend” the platform to its clients.

The Trade Desk also said in its statement, that it is one of the most transparent, scaled platform in the industry, its reporting and billing processes are supported by an independent SOC 1 compliance, and it is committed to providing the highest level of industry transparency and strong controls in how it reports and bills.

"When we provide contractual audit rights, we stand by those rights, based on customary accounting procedures, such as with big four accounting firms. In this case we have proposed a range of options to Publicis," it said. "We’ve enjoyed a long and successful working relationship with Publicis and hundreds of their clients. We look forward to building on this in the years ahead."

Meanwhile, The Trade Desk's founder and CEO Jeff Green has also published a statement on LinkedIn, reiterating that the company has never failed any audits ever. 

"Over the last year or two, things have gotten much harder for agencies. Lately it seems that there are those who want to wave the flag of transparency publicly, but run from it in practice as they arbitrage in the inefficiencies of programmatic. Or in the most ironic programmatic practice, principal-based buying," he wrote. 

"It bothers me when leaders of non-transparent business models are critical of those of us who are setting the bar—especially when they advocate for moving dollars to more opaque platforms and transaction methods," added Green. 

When contacted by MARKETING-INTERACTIVE, Publicis declined to comment.

The development comes just a month after reports that Dentsu and WPP had exited The Trade Desk’s OpenPath direct-to-publisher buying initiative, citing concerns around fee visibility, transparency, and clarity of ad placements.

According to The Trade Desk’s website, OpenPath is designed to simplify the supply chain by reducing intermediaries between buyers and sellers while improving transparency. The platform states that it currently has over 400 partners integrated into the initiative.

Following the news, The Trade Desk’s stock fell by 12% in a single day, with shares down more than 32% year-to-date.

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