The Trade Desk and Yahoo are locked in a trading dispute with a looming deadline

The Trade Desk and Yahoo are entering the eleventh hour of crisis talks concerning how the latter labels its media inventory in a dispute that could result in the former party cutting advertisers’ access to Yahoo’s video content.

The industry’s largest independent demand-side platform began notifying media buying teams of such concerns and stating that it would cut open marketplace access to Yahoo’s video inventory if the issue were not resolved by June 17.  

Furthermore, if the dispute runs beyond the initial deadline, it will further disable access to all of Yahoo’s video inventory, including via private marketplace deals, on July 1, according to emails reviewed and verified by Digiday. 

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