In a recent Digiday feature, Shattuck Groome, Chief Media Officer at Mile Marker, weighed in on the growing tension between Amazon and The Trade Desk—and what it signals for advertisers navigating today’s evolving programmatic ecosystem.
While The Trade Desk remains a dominant force for open web media buying, Amazon is quickly scaling its DSP with first-party commerce data, exclusive CTV inventory, and AI-driven planning tools. The question isn’t whether Amazon is a threat—it’s when, and how big.
Shattuck Groome brings a grounded perspective shaped by real-time media decisioning across platforms:
“The game being played is audiences, data, media formats, and inventory… As these walled garden platforms grow and some access becomes limited to TTD, a media planner and buyer will inevitably buy inventory outside of TTD.”
This is where Mile Marker stands out as a preeminent media agency. In a landscape of platform walled gardens, we’re focused on omnichannel flexibility—balancing scale and data access with independence and performance.
The piece explores how top agencies are adjusting spend across Amazon and The Trade Desk, why cross-device attribution and advanced reporting remain TTD’s edge, and how Amazon’s DSP is rapidly catching up with broader off-site ambitions.
Mile Marker’s Approach
As programmatic platforms evolve, Mile Marker remains committed to delivering client-first media strategies—not DSP-first ones. Whether it’s Amazon, The Trade Desk, or emerging programmatic options, our teams prioritize clarity, control, and custom planning aligned to each client’s goals—not just the platform roadmap.
Read the full article on Digiday:
The Trade Desk holds its own against Amazon’s growing, but still distant threat
If you’re looking for a partner that can help you navigate retail media with clarity and insight, don’t hesitate to reach out to Mile Marker!
