Omnicom has commissioned a third-party audit of The Trade Desk, informing clients through a memo. The move has followed recent developments in the industry around transparency in ad tech billing practices.
The development has come after Publicis initiated a similar audit of The Trade Desk that alleged hidden fees, as per media reports. This has triggered wider scrutiny across the advertising ecosystem, prompting Omnicom to review how the platform bills for advertising services.
Omnicom has conducted an initial contractual review of its dealings with The Trade Desk and has found no negative impact on clients. However, it has proceeded with a full audit as part of additional diligence following the Publicis findings.
The Trade Desk has confirmed that Omnicom has been reviewing its contracts and has described the process as routine oversight. The company has maintained that its relationship with Omnicom remains strong and that prior analyses have not uncovered any issues.
Omnicom has stated that the audit will be conducted by one of the Big Four accounting firms, though the identity of the firm has not been disclosed publicly.
Publicis had previously recommended that clients refrain from using The Trade Desk’s ad tech, citing hidden fees from certain features and services. The Trade Desk has disputed these findings, stating that some requested information could not be shared due to confidentiality involving contracts with other parties.
The situation has added pressure on The Trade Desk amid broader shifts in the programmatic advertising landscape. Agencies have increasingly explored cost-efficient alternatives, while larger platforms like Amazon and Google have reduced fees in ways that challenge independent demand-side platforms.
At the same time, agencies have moved closer to the supply side, forming direct relationships with publishers and connected TV providers. The Trade Desk has continued to position itself as a neutral platform, unlike competitors that also own media properties.
Tensions between The Trade Desk and agencies have escalated over the past year, particularly after the company signalled a shift toward engaging directly with brands for ad spend. CEO Jeff Green has also publicly criticised agency practices, including principal media buying and lack of transparency.
